“Reliable. Officially ": what gives the MOYO network a new strategy and a new store format

The MOYO chain of stores completed 2018 with chic: the company opened a huge 24-hour store in Kiev

equipment and other goods where any goods can beget half an hour after ordering. It sounds fantastic and looks the same: the ordered goods are delivered to the three-storey shop via a special conveyor, the buyer can observe the delivery process through the glass wall.

</ img>

Flagship 24-hour MOYO store in Kiev (18A Mark Vovchka St.)

Ability to order and almost instantly pick upgoods at any time of the day, any day of the week - this is only the tip of the iceberg of the new strategy MOYO called “Nadino. Ofitsіyno "(" Reliably. Officially "). Revision gg wondered as it is - to sell equipment and other goods fully officially, in compliance with the law, at the same time declaring a high level of service for customers, including warranty and post-warranty service.

How did the MOYO network appear

Quite a bit of a story that is important tounderstanding of what is happening. The network of stores MOYO appeared in 2009 in Kiev. The key idea is to create a network that will sell laptops, provide high-quality service, deeply and professionally understand this issue. It was a time of clear division into spheres: consumer electronics were most often sold in some stores, telephones - in others, computers - in the third.

The notebook sales market has gradually declined,along with the growth of the diagonals of the smartphone screens. Watching the development of categories of smartphones and televisions, MOYO simply could not stand aside, and plunged into that pool in search of bigger fish.

What is behind the words “MOYO. Nadiyo. Ofitsіyno "

The supplier of all products for the MOYO network isThe largest Ukrainian distributor of ERC. Why is it important? First, the company has existed since 1995, with its sales channels, pre and after sales services - this is almost a quarter of a century of history, which is comparable to the time of existence of our state. Secondly, the ERC group of companies is a significant taxpayer to the state budget throughout the country, and therefore a supporter of transparent rules and common for the entire market norms. Only in 2017 from the ERC in the Ukrainian budget received more than 2.4 billion hryvnia taxes and fees, and for the 2018th year, the total amount exceeded 3 billion hryvnia. It is also one of the largest employers, where all employees, without exception, work officially and receive only a “white” salary. Thirdly, the work of such a distribution company is tied to close cooperation with global companies, which imposes a number of obligations not only on the domestic, but also on the international market.

Consequently, “work in white” is laid in"DNA" MOYO. This is realized not in words, but in practice: reliable stores, with the largest distributor behind them, who sell exclusively officially imported equipment, provide high-quality service support to customers.

Retail sales are worth on three pillars: assortment, price and service. To compete with players who do not stop selling "gray" goods in terms of assortment and price is very difficult, but what MOYO really feels is its strength - this is in service.

What does MOYO mean by best customer service

"When it comes to service, it is impliedmuch more than, conditionally, sticking films on the screens of smartphones or repairs - warranty or non-warranty ”- tells us with Technoslav Victoria Gubina, marketing director of MOYO. According to her, the company is trying to hold the buyer from the appearance of the need for the product, the choice of certain criteria, through the purchase, delivery and after-sales service - the elimination of various problems associated with the use, repair and even disposal of devices.

</ img>

Time is more valuable than money. So, firstly, it is necessary to simplify the choice of goods, to save the buyer from the abundance of details, to focus his attention on the really important. Secondly, to speed up the purchase - the order process and delivery. Thirdly, to provide fast and quality service after the sale.

Simplicity and convenience of choice

To simplify the decision to purchase oneor another product, for technically savvy buyers, its most important characteristics are indicated first of all. In addition, consultants in stores or around the clock call center will help determine the choice if the buyer has no time to “paint”.

</ img>

In the store in most cases, the goods can beConsider "live" before the acquisition, and not buy from pictures and other people's reviews on the Internet. For example, rarely anyone provides the opportunity to listen to headphones or speakers. But in the large MOYO stores there are special “music boxes” - these are glass soundproofed cubes. Neither you do not interfere, nor do you interfere.

</ img>

There is also an opportunity to testfor some time, any devices (up to 50 thousand hryvnia, except for Apple equipment) - the service is called “test drive”, it is an opportunity to return the goods with a small markdown within 3 months if it did not suit you.

New format stores

You can order the product at any time of the day or day,moreover, the people of Kiev can pick it up within half an hour after ordering at the company store-warehouse, which operates 24/7. Even at 3 am on the night from Sunday to Monday - if you need it.

In stores MOYO new format, for example, in the mallDream Town in Kiev, flows of customers are divorced for their convenience in different zones. For example, those who choose and buy goods on site are serviced at the box office in the central part, and those who have already selected and ordered goods are serviced in the so-called “pick-up zone”, next to the warehouse, for the convenience of hurrying buyers to reduce for they are shopping time.

After sales and warranty service

“When you contact us with some kind of servicea problem is easy with us, ”says Victoria Gubina,“ with us is of high quality, fast, professional. ” And explains why: “We are very sensitive to the buyer - to every problem of our buyer. We have cases when we, up to the general director, solve the problem, so long as the buyer is satisfied. ” Victoria adds: if there is any difficulty with the product, then it’s better not to write to the official Facebook or Instagram, but to call the MOYO hotline and tell the complaint department about it.

Dmitry Voronyansky, headService center MOYO. “We provide a closed service cycle for the client: the client buys the equipment from us, adjusts it from us, we support the equipment for the whole period of its life, we repair it, at the end of the life of this equipment we buy it under the trade-in program - and sell it to the customer new technique again. ” If something happened after the purchase with the device, any MOYO store closest to the user is at the same time the receiving point of the device for diagnostics and repair. Do you want to simply exchange the old device (laptop, tablet, smartphone, SLR or system camera) for a new one with an additional charge - no problem, no matter in which store the product was purchased.

“We have several unique serviceswhich we provide to the client, ”continues Dmitry. “For example,“ screen service ”is when a customer buys protection for his screen. Very simple service, but most in demand. At first, only insurance companies provided this service on the market - it was accident insurance “that could have happened to a person who would later lead to material losses” - this is a very complicated scheme. Everything is simple with us: a client bought a device, bought a service, if something happened to the screen, brought us - we changed the screen.
Another "extra-replacement" is a service thatAllows the customer to change a broken device on the same day. It is bought mainly for accessories (for example, chargers for appliances). There are two conditions for replacement: the device must be intact, and water should not flow out of it. ”

What's next?

In the first quarter of 2019, it was planned to open 3 new-format stores, 2 already open - in Chernihiv and in Kiev. Store-warehouse MOYO 24/7 remains unique and unique.

</ img>

The 24-hour MOYO store in Kiev is not interestingonly by choosing, ordering, personally seeing, and picking up a future purchase within half an hour - any of about 40 thousand items (from smartphones and Playstation, to kitchen utensils and children's toys), and at any time of the day and nights And, being sure that you are buying a completely original product, with the official guarantee of the manufacturer - remember, “Nadіyno. Ofitsіyno. It is especially interesting that MOYO was not afraid to do anything to reduce the time between desire and possession to an seemingly impossible minimum. Customer satisfaction, it is expensive.