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Franchise Industry
How “Citrus” increased sales through push notifications in a mobile application
Smartphone users delete three out of ten mobile apps within a month. Can a retailer effectively use a mobile app to increase sales? The international provider of mobile communications solutions for business, Infobip, talks about the Citrus case: as many as 35.5% of users who received a push notification became buyers. Task: Reporting Information The target audience of Citrus is young, advanced users of a wide variety of devices and gadgets: from headphones to laptops, from quadcopters to electric jets. Marketing campaigns in instant messengers, social networks, email and SMS have become part of Citrus’s communication strategy. The next step was the introduction of push-notifications for the mobile application. This channel has several advantages. Push is delivered to the lock screen: the user does not need to perform additional actions Media content: the ability to send pictures, buttons, emoji, diplinks Geofensing: you can do mailings only to those users who have entered a certain geographic area, for example, are located next to the store The cost of sending a single push notification is significantly lower than other communication channels. All this together allows us to reduce the scale of advertising campaigns, to make them more individual and targeted. “We spend a lot of time on the mobile phone Push, in our opinion, is very suitable for delivering urgent (important) information to the client, as well as a proposal with a limited period of validity,” said Sergey Kolchik, head of the analytics and monetization department. Solution: Infobip push integration, mailing testing and optimization According to Localytics, 1 out of 4 people who downloaded the application opens it only once. Moreover, 3 out of 10 installed applications are removed within 30 days of the download. Therefore, it is important to competently build communication with the user: ask for permission to send push at the right time, not to overload with notifications, send relevant information. Otherwise, there is a great risk of losing a client. “Citrus” collects the history of responses to marketing activities, analyzes the data and knows how and how much better to send a message to each client: via push, SMS, email, Viber or web-push. Due to the formation of sequences when sending messages, “Citrus” increased the percentage of openability of messages (Open Rate) in all channels by 31%. Another important point is the personalization of messages. Moreover, personalization means sending the most relevant offer for a specific client, and not “substitute a name in the message text”, which will be thoughtlessly sent throughout the entire database. This increased the Open Rate by 27%, and the level of formal replies decreased by 36%. This approach provides high returns for each communication channel, including push, which is used both as part of a multichannel solution and as an independent channel. Result: 35.5% of people made a purchase by getting a push “Citrus” uses 3 types of push-mailings in its mobile application: Service notifications: password to access personal account Conventional push to inform about promotions and discounts Geo-push to support large-scale events - draws and presentations - in TseHab spaces in Odessa and Kiev. At the time of launch, the main bet was placed on geo-push, that is, on the geofensing function. It works like this: when you configure a push campaign, geofences are indicated on the map, for example, a territory within a radius of 200 m from the store. If the buyer enters the designated geofence, then the push notification pops up on the lock screen - at the moment when it passes by the store. If the buyer has not entered the geofence during the campaign period, he will not receive the message, since the push will expire. To determine whether the user has logged into the geofence or not, the GPS of the smartphone is used. Citrus ”spoke about the geo-push campaign, which launched in honor of the 18th anniversary of the company. In Kiev, held a large-scale event, timed to the birthday, with treats, surprises and special offers for buyers. The push campaign was sent to customers who met the following criteria: The client is in Kiev The client has a mobile application “Citrus” The client entered the designated geofence (there were 10 geozones in total, each geofence is a region within a radius of 200 m from the store) The results were as follows: out of 76,000 users of the Citrus mobile app, who were in Kiev, 2,600 people entered the geofence and received a push notification. Of these 2,600 people, 924 made a purchase. Thus, the conversion to the purchase amounted to 35.5% of the number of users who received the push-notification. To achieve similar results, Citrus follows several rules: personalization, simplicity and positive. Mailings should be interesting to the client, mechanics (discount, bonuses, price) - understandable, and the text and the picture - positive. "Push notifications are a very effective and fairly inexpensive way to increase conversion on the site," Sergey Kolchik is convinced, "But it will be productive only if you create content correctly and efficiently."     Source:https://retailers.ua/news/tehnologii/8662-kak-tsitrus- uvelichil-prodaji-s-pomoschyu-push-uvedomleniy-v-mobilnom-prilojenii
Franchise Industry
5 things that retailers and brands need to know about data in 2019
Currently, each of us has a smart device and, at times, not one. Such a number of devices radically changes the way consumers perceive and share information, which retailers then receive and use to promote themselves on social networks and beyond. They have unlimited access to data to understand consumer preferences. Here are 5 key things that retailers and brands need to know about data in 2019. Retailers are overloaded with data Despite access to an unlimited amount of data, retailers and brands often still do not know what to do with this information and how to use it correctly. Now, thanks to predictive analytics, retailers can use this unstructured data to create a structured format, using the actions of buyers in the past to anticipate their behavior in the future. The predictive model can predict the expected result of how products will work, predict the price during their life cycle and help retailers to segment consumers in detail. Retail merges with financial sector to improve business experience When it comes to collecting data on transactions and payments, retailers need to expand customer knowledge, including loan applications or fraud cases. Although there was no direct relationship between the retail and financial institution supporting the transaction, the situation is changing. Data that shows a financial transaction, such as a request to refuse payment of late payment, can also be transferred to the retailer, and often very important in making a better decision on how to customize and personalize the purchase process. Mapping a buying path also includes financial elements such as loans, helping retailers create a shopping experience that takes into account the application process and opens up new opportunities for additional purchases. Even fraud can be counteracted by machine learning algorithms that quickly recognize such transactions. Retailers are distracted by new technologies. In an environment where the media too often illuminates the latest technological developments, such as drones and blockchains and their transformative influence on the industry, retailers are trying to understand how these new technologies will transform their own business. They lose sight of the fact that technology should help to achieve the desired result right now. Retailers must return to reality in order to understand and support data sources with a customer-oriented model. It is necessary to introduce technologies that allow the store employee to collect and transfer this data or allow the customer to transfer it to himself. Clients will share data with bots if this means the best experience. The question of whether a person would like to answer the bot or share his data with him, and not with a store employee, also got on the agenda. But the point is no longer whether the machine can beat a person. Consumers are already using chat bots to share information every day. Consumers are willing to reliably share data if they know that they will get something good from it. Technology only improves customer experience until it is done in an unethical or intrusive way. No need to chase Amazon The retailer who has the most information and uses it most effectively wins. Amazon can have half a billion products and almost as many customers. But 95% of retailers in the US do not occur on the marketplace. In addition, Google may even have more data than Amazon, but retailers do not always use them in the right direction. It is necessary to concentrate on data processing and combining all the experience accumulated by consumers, while extending this experience outside the store and to financial third parties. It is important to continue to concentrate on being one step ahead and find new opportunities for collecting and actually using all data to improve customer service. Forecasting customer desires and turning data into effective information is the main direction for each retailer and brand.   Source:https://retailers.ua/news/tehnologii/8659-5-veschey- kotoryie-riteyleryi-i-brendyi-doljnyi-znat-o-dannyih-v-2019-godu
Franchise Industry
TAS pharmacy chain buys Cosmo pharmacy chain
The TAS group of Sergei Tigipko, which owns the TAS pharmacy chain, buys the Cosmo pharmacy chain, reports Business Censor, citing the press service of TAS. The transaction is expected to be completed in the first quarter of 2019 after obtaining permission from the Anti-Monopoly Committee. The TAS pharmacy chain is part of the TAS business group controlled by Sergei Tigipko. It has 114 pharmacies, 71 of which are located in Kiev. The TAS report is only about acquiring the pharmaceutical division of the Cosmo network. In addition to pharmacies, this brand employs more than 100 stores of health and beauty products in 28 cities of Ukraine. The owner of the Cosmo network is the American Sigma Bleyzer, which through the company SBF Southeast European Holdings acquired the company Sumatra LTD (the Cosmo network) in 2007. The pharmacy business of the Cosmo retail chain has 28 pharmacies in Kiev and the region. For the last two years, the top management of the company devoted a lot of time to developing the pharmacy direction. According to Sergey Bartoshchuk, chairman of the supervisory board of the Cosmo network, in 2017-18, pharmacies grew from 25% up to 30% in sales. The financial advisor to the Cosmo shareholders on the sale of the pharmacy business was the investment company Atlas Advisors. Andrey Didenko was invited to introduce a new software product in the united network of TAS pharmacies, who has successful experience in introducing modern IT technologies into the Cosmo pharmacy network. The current general director of the TAS pharmacy network, Valery Gudzenko, will head the Supervisory Board of the company. Recall last fall it was reported that the owners of the Dnepropetrovsk network Prostor (the company "Style D") are negotiating the purchase of the business of the company "Sumatra LTD", which owns the network "Cosmo". The general director of the Cosmo network, Georgy Sheiko, said that the retailer regularly negotiates the sale of his business.   Source:https://retailers.ua/news/menedjment/8574-set-aptek-tas-pokupaet-aptechnuyu-set-kosmo
Franchise Industry
SPORTMASTER bought chain in Europe
The Sportmaster group has announced the purchase of the Polish sports store chain GO Sport Polska, which is part of the French Go Sport Group. This is stated in the message "Sportmaster". We are talking about the acquisition of 34 stores with a total sales area of 37,000 sq. m. the Buyer was Singapore Sportmaster Operations-the parent company of Sportmaster, which manages the group's business in Russia, Ukraine, Kazakhstan, Belarus and China. The President of the Go Sport group Philippe Favre, whose words are quoted in the message, noted that "it is time for changes in the Polish market of goods for sports and tourism": "we hope that fans of sports and outdoor activities in Poland will only benefit from the changes, will see new approaches to the formation of collections, the entire range, will see updated stores." "Sportmaster" is one of the largest Russian companies selling sporting goods. It was founded in 1992 by brothers Nikolai and Vladimir Fartushnyakov and Dmitry Doichen. According to the company, it has 500 stores in Russia, Belarus, Ukraine, Kazakhstan and China. In addition, it operates networks Columbia, Skechers franchise in Russia. "Sportmaster" was a long-term leader in revenue among Russian sellers of clothes and shoes. In January-June 2019, the company received 51.5 billion rubles. revenue and lost on this indicator online store Wildberries with a turnover of 85 billion rubles., according to "Infoline-Analytics". The French Go Sport Group has about 500 stores, almost all of them in France, according to its website. The Polish shops bought by "Sportmaster "at first will work under the Go Sport brand, but further they will be renamed into" Sportmaster", it is specified in the message. Global sports brands and Sportmaster's own brands will be on sale. The value of the transaction was not disclosed. It does not exceed 40 million euros, estimated the CEO of "Infoline-analysts" Mikhail Burmistrov. According to him, the scale of Sportmaster's business, the portfolio of its own brands, efficient logistics and procurement systems in China and other countries of the Asia-Pacific region will allow to compete effectively with European retailers, for example with Decathlon: European buyers are very focused on discounts and promotions. A few years ago, due to reduced demand in Russia, Sportmaster decided to seek profits in foreign markets, and in 2014 the company opened its first stores in China. Also, "Sportmaster" said that it plans to enter the countries of Central Asia and Transcaucasia. In this regard, no transactions are planned, said a source familiar with the plans of the group, access to these countries will be with its own brand of the company. He did not specify the number of stores that Sportmaster can open in these regions. A spokesman for Sportmaster did not comment. The Polish market attracts Russian sellers of clothes and shoes. In 2017, Melon Fashion Group (owns the brands befree, Love Republic, Zarina and Sela) entered the market of this country. The first befree store opened in Poznan, then the retailer also opened Love Republic and Zarina stores in Poland. But the company was forced to leave Poland, says a representative of Melon Fashion Group. He attributes this to changes in local legislation relating to the operation of shopping centres. The fact is that since 2019, shopping centers in the country stopped working on Sundays, except for the last Sunday of the month, and from 2020, all Sundays will be non-working days. All seven of Melon Fashion Group stores were closed, said a representative of the retailer. However, according to him, since the consumer demand for Russian brands in the country is great, Melon Fashion Group is considering the possibility of returning to this market through cooperation with online partners. Representatives of the French Go Sport Group did not respond to a request from Vedomosti.   Source:https://www.vedomosti.ru/
Franchise Industry
Taiwan Franchise Brand Participate in “Franchising Expo in Melbourne” in 2019
With the support of the Bureau of Foreign Trade, MOEA, TAITRA participated in “Franchise Expo & Business Opportunities in Melbourne 2019” from August 24 to 25. The expo was held at Melbourne Exhibition & Convention Center Hall 1. Ten outstanding franchise brands showcased their products at the Taiwan Franchise Brand Pavilion, to promote Taiwanese brands. Australia has many immigrants, so the exotic food culture is extensive. In addition to local Australian franchisees and agents, there were many agents from China, Southeast Asia, and Middle East countries seeking cooperation opportunities. TAITRA has participated in “Franchise Expo & Business Opportunities in Sydney” for the past two years. This year marks TAITRA’s first attendance at the Melbourne expo. Products on display included: bubble tea, fried chicken, noodles, teppanyaki, baked goods and products for the elderly. Taiwanese franchisors all expressed significant gains from the exhibition. “MAZENDO” provided limited trials of dry noodles at the expo. A local Chinese supermarket decided to purchase their goods, hoping to bring the brand to Australia. Although this was the first attendance for bubble tea brand “JUSTEN TEA”, many buyers wished to become their regional agents. Another bubble tea brand “PRESOTEA” has opened 16 branches in Perth and wishes to open the market in eastern Australia. Nearly 100 international chain brands participated in the two-day exhibition, showing to more than 8,000 visitors. Taiwan was the only country to exhibit in the form of a national pavilion. The exhibition organizers were very kind in arranging the Taiwan Pavilion as the first booth at the entrance. Also, the gorgeous decorations of the Taiwan Franchise Brand Pavilion attracted local media to report and conduct interviews. The overall image of the National Pavilion highlighted Taiwan’s quality catering services and overall quality.

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