The MOYO chain of stores ended 2018 in style: the company opened a huge 24-hour store in Kyiv
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Flagship convenience store MOYO in Kyiv (Marka Vovchka St., 18A)
Possibility to order and pick up almost instantlygoods at any time of the day, on any day of the week - this is just the tip of the iceberg of MOYO’s new strategy called “Reliable. Officially" ("Reliably. Officially"). EditorialggI wondered:What is it like to sell equipment and other goods completely officially, complying with the law, while declaring a high level of service for customers, including warranty and post-warranty service.
How did the MOYO network appear
Just a little history that is important forunderstanding of what is happening. The MOYO store chain was founded in 2009 in Kyiv. The key idea is to create a network that will sell laptops, provide quality service, and have a deep, professional understanding of this issue. It was a time of clear division into areas: consumer electronics were most often sold in some stores, phones in others, computers in others.
The laptop sales market has gradually decreased,along with the increase in smartphone screen diagonals. Watching how the categories of smartphones and TVs were developing, MOYO simply could not stay away, and dived headlong into this pool in search of bigger fish.
What is behind the words “MOYO. Sure. Officially"
The supplier of all products for the MOYO network islargest Ukrainian distributor of ERC. Why is it important? Firstly, the company has existed since 1995, with its own sales channels, pre- and after-sales service - this is almost a quarter of a century of history, which is comparable to the time of the existence of our state. Secondly, the ERC group of companies is a significant payer of taxes to the state budget throughout the country, and therefore a supporter of transparent rules and norms common to the entire market. In 2017 alone, the Ukrainian budget received more than 2.4 billion hryvnia in taxes and fees from the ERC, and in 2018 the total amount exceeded 3 billion hryvnia. This is also one of the largest employers, where all employees, without exception, work officially and receive only “white” salaries. 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, “working the white way” is basedin MOYO’s “DNA.” This is realized not in words, but in deeds: reliable stores, with the largest distributor behind them, that sell exclusively officially imported equipment, provide high-quality customer service support.
Selling goods at retail is based on three pillars:assortment, price and service. It is very difficult to compete with players who do not hesitate to sell “gray” goods in terms of assortment and price, but where MOYO really feels its strength is in its service.
What does MOYO mean by best customer service
“When we talk about service, it meansmuch more than, say, gluing a film on smartphone screens or repairs - warranty or non-warranty,” Victoria Gubina, marketing director of MOYO, tells Technoslav and me. According to her, the company is trying to guide the buyer from the emergence of a need for a product, selection according to certain criteria, through purchase, delivery and to after-sales service - eliminating various problems associated with the use, repair and even disposal of devices.
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Time is more valuable than money.This means, firstly, it is necessary to simplify the choice of goods, relieve the buyer from an abundance of details, and focus his attention on what is really important. Secondly, speed up the purchase - ordering process and delivery. Thirdly, provide fast and high-quality service after the sale.
Simplicity and convenience of choice
To make your purchasing decision easieror another product, for technically savvy buyers, its most important characteristics are first indicated. In addition, consultants in stores or a 24-hour call center will help you make a choice if the buyer does not have time to “risk.”
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In the store, in most cases, the product is availableconsider it in person before purchasing, rather than buying based on pictures and other people’s reviews on the Internet. For example, rarely does anyone provide the opportunity to listen to headphones or speakers. But large MOYO stores have special “music boxes” - these are soundproof glass cubes. Neither you are interfering, nor are you being interfered with.
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There is also an opportunity to testfor some time, any devices (up to 50 thousand hryvnia, except for Apple equipment) - the service is called a “test drive”, this is an opportunity to return the product with a small discount within 3 months if it does not suit you.
New format stores
You can order goods at any time of the day or day,Moreover, Kiev residents can pick it up within half an hour after ordering at the company warehouse store, which operates 24/7. At least at 3 o'clock in the morning on the night from Sunday to Monday - if you need it.
In MOYO stores of a new format, for example, in shopping centersDream Town in Kyiv, customer flows are divided into different zones for their convenience. For example, those who select and purchase goods on site are served at the checkout counters in the central part, and those who have already selected and ordered goods are served in the so-called “pickup zone”, next to the warehouse - for the convenience of rushing buyers, in order to reduce them the time of visiting the store.
After-sales and warranty service
“When you contact us with some kind of serviceThe problem is that it’s easy with us,” says Victoria Gubina, “with us it’s high quality, fast, professional.” And he explains why: “We are very sensitive to the customer - to every problem of our customer. “We have cases when we solve a problem right up to the CEO, just to make the customer happy.” Victoria adds: if any difficulty arises with the product, then it is better not to write about it on official Facebook or Instagram, but to call the MOYO hotline and tell the complaints department about it.
Dmitry Voronyansky, director, tellsMOYO service center. “We provide a closed cycle of service for the client: the client buys equipment from us, sets it up from us, we support the equipment throughout its entire life, we repair it, at the end of the life of this equipment we buy it back under the trade-in program and sell it to the client new technology again." If something happens to the device after purchase, any MOYO store closest to the user is also a collection point for the device for diagnostics and repair. If you just want to exchange your old device (laptop, tablet, smartphone, DSLR or system camera) for a new one with an additional payment - no problem, regardless of which store the product was purchased from.
“We have several unique services,which we provide to the client,” continues Dmitry. “For example, a ‘screen service’ is when a customer buys protection for their screen. A very simple service, but one that is in greatest demand. At first, only insurance companies provided this service on the market - it was insurance against an accident “that could happen to a person and which would subsequently lead to material losses” - such a very confusing scheme. With us, everything is simple: the client bought a device, bought a service, if something happened to the screen, brought it to us and we changed the screen.
Another “extra-replacement” is a service thatallows the client to exchange a broken device on the same day of contact. Purchased primarily for accessories (for example, chargers for equipment). There are two conditions for replacement: the device must be intact, and water must not leak from it.”
What's next?
In the first quarter of 2019, it was planned to open 3 stores of a new format, 2 have already been opened - in Chernigov and Kiev. The MOYO 24/7 warehouse store remains the only and unique one for now.
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The MOYO 24-hour store in Kyiv is interestingnot only because here you can choose, order, see with your own eyes, and within half an hour pick up your future purchase - any of approximately 40 thousand items of goods (from smartphones and Playstation, to kitchen utensils and children's toys), but also at any time day and night. Moreover, being sure that you are buying a completely original product, with an official manufacturer’s guarantee, remember, “Reliably. Officially." What is especially interesting is that MOYO were not afraid to go to any lengths to reduce the time between desire and possession to a seemingly impossible minimum. Customer satisfaction is worth a lot.