Shop "Technosila": reviews of customers and employees

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Tekhnosila brand is among the most recognizable in Russia. It is one of the largest retailers in the household appliances and electronics segment. Founded over 20 years ago, Technosila continues to develop rapidly. Despite the difficult times associated with the difficulties of modernizing the economy of the Russian Federation today, the top managers of the brand see prospects in the development of new areas of activity.

One of the most dynamic segments of modern electronic retail is online sales. At the same time, if some time ago online stores were considered competitors to traditional points of sale, today offline retailers are actively learning to use online tools in order to improve their business. Today, the Internet is an indispensable channel for communication with the client for many sellers.

The goals announced by Technosila's top managers are largely related to the more active use of online tools. To what extent does the brand infrastructure meet the objectives? Are customers satisfied with the experience of communicating with the company in terms of visits to offline stores and upon contacting onlineservices?

Brand story

The Tekhnosila company, reviews of which are present in the online space in large numbers, is one of the leading Russian retailers in the segment of household appliances and electronic equipment. According to various estimates, the company is among the top companies from the Russian Federation in terms of used retail space. The Technosila company was founded in 1993 by two businessmen - Vyacheslav and Viktor Zaitsev in Moscow. Since 2001, the brand began to appear in other regions of the Russian Federation. Regarding the prospects for the distribution of the Technosila network, the reviews of many Russian marketers were the most positive. By 2007, the bulk of the brand's stores were located in the regions. In the same year, the first foreign Technosila store was opened - in Dushanbe, under a franchise agreement.

In 2010, the assets of Technosila, reviews of which in terms of further expansion in the context of the recent crisis were not very positive among Russian experts, were transferred to the management of MDM-Bank. However, brand shares were soon sold to Dauria. And in February 2011, the bankruptcy procedure for the Technosila brand was initiated. Reviews regarding her among Russian experts were of a very different shade. It is known that at the time of the bankruptcy hearings, the amount of creditors' claims exceeded 11 billion rubles. By the end of 2011, Dauria managed to pay off all the debts of Technosila, and since the beginning of 2012, the network's stores have reopened their doors to customers. However, soon enough the brand was sold to the groupfinancial investors. In 2014, it was announced the merger of Technosila with another major retailer in the electronics and household appliances segment - the Technoshock company. As a result, one of the largest retail chains in Russia was formed with more than 120 stores and a total area of retail outlets exceeding 230 thousand square meters. m. The Technosila brand is now present in all federal districts of Russia, except for the Far East.

The company plans to actively develop the online component of the business. The online store belonging to the Technosila brand receives customer reviews in the widest range. The degree of mood, of course, is very different, but in general, Russian consumers have a positive attitude towards the company. The effective operation of brand structures, experts believe, is largely due to the successful integration of the resources of Technosila and Technoshock, available at the time of the merger of the companies. In the future, the corporation plans to invest in logistics, improving the IT infrastructure, introducing new CRM models and launching various loy alty programs.

Online development

Let's consider the aspect regarding the development of the brand in the online direction. As we noted above, the Technosila brand is increasingly receiving customer reviews in the Internet space. Opinions about the quality of goods sold in the stores of the network, as well as the level of service, are expressed by Russian users on a variety of online portals. So, for example, in a fairly wide range, Technosila has reviews on Yandex. Market, one of the largest Internet integrators in the Russian Federation.sales.

According to the plans announced by the brand's management in an interview with the media, the company faces the task of providing the market with a sufficiently unique business format in the form of a model that will optimally combine online direction and offline infrastructure. It is planned to invest in improving the site's capabilities, increasing its recognition among Russian users. According to many experts who form reviews of the Technosila store, the successful implementation of the brand's goals can be significantly hindered by crisis trends in the segment. However, analysts believe that modern Russian retailers can develop effectively if they optimally approach the issue of prioritizing online and offline sales. Actually, within the framework of this strategy, Technosila will probably develop. Already now, according to information in some sources, the share of online sales in the company forms about 20% of its revenue in the Russian market. This figure is expected to grow.

Offline relevant

At the same time, Technosila's top managers in media interviews emphasize the fact that offline sales will also develop. First of all, in terms of infrastructure support for the online component of the business. That is, the client, having ordered something on the site, should be able to come to a store convenient for him and pick up his purchase. As for the number of offline network points, it, as the company's managers believe, will not change significantly insoon. It can be noted that the reviews about the Technosila store largely include such an aspect as the location of specific points of sale. Many buyers highly appreciate the convenience of the location of most of them in relation to the geography of cities and the transport infrastructure of settlements. If the policy, characterized by a generally well-thought-out localization of stores, continues, then the brand has every chance, experts believe, to establish an effective mechanism for interaction between the online and offline components of the business model.

Online Marketing

One way or another, Technosila, as evidenced by the comments of the company's managers, will focus on developing in the online direction. What are the key aspects of the brand's marketing strategy, implemented within the framework of the relevant policy? In particular, it is supposed to adapt the company's business model to the peculiarities of consumer behavior of citizens. So, for example, many modern buyers make a decision regarding the purchase of a particular type of product even before they come to the store.

A typical scenario looks like this. First, the buyer makes a selection of goods, based on the price and the characteristics of the product that are optimal from his point of view. Then the person reads the reviews located on large online sites. "Technosila" on "Yandex. Market" - one of the most famous portals on this subject - is found in user comments quite often. Having formed an opinion about the product based on the characteristics,personal impression based on photos, videos, as well as comments in reviews, the buyer goes to the nearest chain store in order to purchase the most suitable product.

Thus, even before going to the point of sale, people study information from online catalogs presented on the website of the trading network, the opinions of other users in reviews, on social networks. Sometimes it takes them even more time than consulting a specialist directly in the store. Thus, according to Technosila's top managers, an offline retail outlet is turning from an active sales point into an infrastructure unit that largely performs a logistical function.

Online tools

What specific tools does Technosila intend to implement in order to implement the online sales development program? In an interview with the heads of the media brand, theses are expressed, in particular, about the need to introduce a new IT platform on which the site's functionality will be based. It is also planned to further improve the brand's logistics system. Despite the fact that in such a component as delivery, Technosila (reviews of many experts and buyers confirm this) generally competes with other retailers, the company's management, apparently, does not want to stop there. And this will probably have the most positive impact on the implementation of the announced plans by the brand.

In particular, it is assumed that the buyer will be able to choose a convenient option with the delivery of goodsbased on the optimal ratio of price and speed of sending. Perhaps, according to the top managers of Technosila, there will be slow, but free delivery, or accelerated, but you will have to pay extra for it. There will also likely be additional logistical options. Now work in Technosila (reviews from employees of various departments of the company confirm this) is largely associated with the definition of comfortable conditions for the interaction of the brand with transport and courier services, the signing of contracts. Close integration of the retailer's infrastructure with partners' resources is expected.

Program funding

The program of Technosila's adaptation to new sales concepts, which will be focused on the online direction, involves significant investments. So, in some sources there is information that the brand will have to invest several hundred million rubles in updating the infrastructure. Estimated sources of cash are shareholder investment as well as internal brand reserves. Some experts highly appreciate the company's policy in terms of efficient allocation of financial resources. So, for example, when two brands, Technoshock and Technosila, were merged (reviews from employees of key departments in terms of company merger procedures confirm this), rebranding and other integration issues were resolved at minimal investment costs. Moreover, thanks to the merger with Technoshock, according to top managers of Technosila, many of the costs associated with the modernization of the IT infrastructure and other tasks that reflect the newthe company's development policy will be able to reduce.

Practical marketing

Let's consider how the brand's marketing strategy is implemented in practice. Reviews about the Technosila store will help us to study the relevant aspect. Moscow, St. Petersburg and other major cities of the Russian Federation, according to experts, are forming markets that can become reliable indicators of the success of a brand in implementing sales concepts that involve the effective integration of online and offline business components. What do users say about their experience with Technosila?

Discounts

Among the most attractive options offered by Technosila - customer reviews confirm this - are discount programs. So, for example, when ordering many goods through the website, the purchase price turns out to be cheaper than when purchasing the same product in a store. Also, promo codes probably play a significant role in the marketing policy of Technosila. Using them, customers can also receive additional discounts. An online store belonging to the Technosila brand (customer reviews are characterized by a sufficiently tangible degree of positive in this regard) makes it possible to receive an appropriate discount directly when ordering goods. To do this, you need to enter a promo code in a special field when placing an order.

Another option to get a discount at Technosila is to turn in old equipment. The brand thus implements a scheme that is quite popular among Russian retailers as part of its own program. Whereinthe Technosila store - customer reviews confirm this - is ready to pick up the old equipment from the apartment and deliver the new one. Users rate the corresponding service very highly.

Service & Feedback

Actually, what is the information about the level of service in Technosila? What do users who leave reviews on thematic portals say about it? Technosila organized an online store, apparently, at the most competitive level. Can the same be said for the network's offline points of sale?

Note that the reviews of customers who have had the experience of visiting the brand's stores are largely subjective. If a particular customer considers one level of service acceptable, another will say that this is not the way to communicate with the buyer. There are complaints from customers that in some stores of the distribution network, consultants pay insufficient attention to them. Although, at the same time, many users in their reviews speak about the excessive activity of Technosila employees in terms of communication with the client, some call this behavior intrusive. The big question, of course, is which of the models of interaction with the buyer suits the majority of Russians. There is probably no single point of view on this matter.

For a large network retailer, the quality of customer feedback is important. This is the opinion of experts and many customers of the brand, writing, in particular, reviews on Yandex. Market. Technosila has a sufficiently competitive resource in this respect. So, for example, forcustomer requests on all relevant issues - guarantees, repairs, insurance, discounts - the company's hotline is open, which is open from 9:00 to 21:00. Also, buyers can send a question of interest to the company via e-mail, indicating contacts in it, through which the store can then contact the client.

Clients of the brand, as well as many experts in the field of electronic retail, note the high quality of service and consulting support at Technosila. In this sense, the brand has a quite competitive infrastructure and sufficiently qualified personnel. The only thing left for the company is to adapt the appropriate resources to the prospective marketing strategy.

Competitive advantages

Technosila is a growing brand. Its success, experts believe, is largely due to the timely expansion of the range. Now the retailer's catalogs contain tens of thousands of different commodity items. Each of them is supplied with detailed information reflecting the characteristics and other consumer properties of products. Thus, another aspect of the brand's competitiveness is the information content of communication with the buyer. If necessary, the Technosila support service is always ready to provide any additional information about the equipment being sold. The brand pays great attention to staff development. In particular, they participate on a regular basis in special courses.

Among other significant competitive advantages of the company is a large number and high-quality work of service centers. They are present like thisThus, not only in the largest cities where Technosila operates. St. Petersburg (reviews from clients of the company from the northern capital are regularly found on specialized online sites), Moscow - cities where the buyer is rarely surprised by the high quality of the relevant services. This, in turn, is often lacking in the regions. However, Technosila service centers, represented in cities in Russia in a fairly wide range, work, according to many users who leave reviews, in good faith and fully meet the needs of customers. Many buyers note that the warranty conditions at Technosila imply a fairly large amount of services that are provided free of charge.