Analysts of the retail real estate market, as well as analysts of the retail market, have long been observing a tendency for consumers to move away from the “all in one store” format. The multi-format retail, with which we associate a super- and hypermarket, will soon go into oblivion. The era of specialized stores and narrow market niches is returning.
In our country, by “household goods” - one of the most promising niches of the very coveted narrow specialization - they understand not quite what they put into this term in the West. It is probably not surprising - the housing issue has spoiled many and many. Under our signboard, “home goods” most often sell construction and finishing materials - varnishes, paint, nails, laminate ... Of course, not only them, everyone understands that home improvement does not boil down to wallpapering and hanging curtains, but then fixtures, shelves and curtains the imagination of both the seller and the buyer does not go.
Although this is unlikely to be 100% true. Such giants as, for example, Ikea, have accustomed the domestic consumer to the idea that after the main time-consuming, dirty and expensive repair, all the most interesting is only just beginning. The second, most exciting stage of “repair” is the drawing of small details to create the very individuality in the living space, which cannot be achieved with any wallpaper and chandelier.
Ikea taught us to see her house in a new way, but she is not a leader in this market segment, and she does not even try to be one. The main thing is furniture, and “related products” are presented in a limited range and not in the main zone of this supermarket.
What is meant by “household goods” in the West? There, this niche is actually called “do it yourself”, and it appeared for the first time in the UK as a practical embodiment of the famous trait of the national “island” character - the Englishman’s house is his fortress. The private sector, the obligatory presence of a kindergarten, where there is always something to tinker with, and the habit of spending home leisure time with a hammer in your hand and nails in your mouth (remember Uncle Pogger) simply require this format of supermarkets. The Englishman is accustomed to being proud of “a person with an uncommon expression, ” and the Briton, who does not look a little eccentric and original, is reputed to be an original and an eccentric in his homeland. There is something non-English about him. There is even a joke: “A woman tells her friend what her husband has been doing for the last two months - he bought another DIY kit in the supermarket and made bookshelves. “What is your husband doing now?” Asks a friend. "Oh, now he writes books to fill his own shelves."
However, the idea, born on the island, took root on the Continent, and Europeans just as gladly began to decorate their squares in apartment buildings, as the British their houses with personal names, instead of numbers. There, just, the idea of creating dissimilarity is even more appropriate, since it is more psychologically in demand.
In Russia, this niche is “occupied” by the domestic “SantaHouse”, along with the visiting Castorama and OBI. But to fill a niche really is very little. This is not even about competition. And in this format, home goods should be different, and the range will depend on the personal philosophy of the business owner and his team of like-minded people. In addition to the fact that the assortment should be extensive and well-chosen, it should be different from store to store.
How much does an idea cost?
In order to open your first store (and the fact that such hypermarkets must exist in a network format is not discussed) it will take $ 10 million. You will spend once on computer software and hard, on managers - that is, on centralized technologies. By opening your second store, you will make far less waste and fewer mistakes. Players say that opening a second and subsequent stores will cost half as much - just $ 5 million.
And of course, do not forget that in such a fun place like a do-it-yourself hypermarket, the appropriate atmosphere should be maintained. No bored sellers, collected as if purposely from the most “bearish corners” of society, discussing among themselves in the presence of buyers what they read yesterday on the Odnoklassniki website.
Your motto: "maximum creativity." Ideas do not have the right to “sour, ” and for this, the owner of the business should regularly gain other people's experience from foreign colleagues. In principle, a supermarket of useful little things for the home (not to be confused with the dull Soviet store “1000 little things” where galvanized buckets were sold) is a family entertainment, an alternative to mass television, and therefore your mission, using the techniques of “fellow” TV managers, to make your product rating and mankoy, if the latter can be said about anyone but a woman.
* The article is more than 8 years old. May contain outdated data