Chicco Romania, one of the most important players in the baby care products and accessories market, has changed its business strategy to relocate street stores within shopping malls for more visibility and accessibility, said Cristina Manescu, Marketing & Communication Director of the company.
The store opened at the end of November in Bucharest Mall shopping center was relocated from No. 7 Ceaikovski Street, the investment amounting to 120,000 euros. This is the second store that the producer relocates from a street location within a shopping mall after the one in Timisoara, which was moved in the spring to Iulius Mall.
"After this relocation sales have exploded, with 150-170%. If the street has the advantage of the services offered in the store, the customer spends more time in the location and gets more information about the products, in the shopping centers we talk about higher traffic and targeted shopping. The customers know the brand and know what they want to buy", said Oana Banu, Retail Manager of Chicco Romania.
According to her, the producer does not plan to relocate all eight stores he currently owns in Romania - six street stores in Bucharest, Brasov, Cluj-Napoca, Iasi, Galati and Constanta and two in shopping malls in Timisoara (Iulius Mall), opened in March, and Bucharest in November, as well as one online store (www.chicco.ro). For 2019, the strategy aims to open a new store in a shopping center in Bucharest, relocation of an existing store, while for 2020 the company plans to relocate only one store.
For this year, Chicco Romania estimates a turnover of more than six million euros, up by 12% from 2017. In 2018, the most bought products were sports and duo strollers, clothes and footwear, and a new range of baby bottles, Natural Feeling. The first purchase is the most important for parents who are expecting a child so that an average receipt reaches up to 3,500 lei, containing products such as trolley, crib, clothes, and other baby accessories and cosmetics.
According to Chicco statistics, the minimum budget allocated for a trio cart is 1,500 lei (321 euros).
Established in 1958, the Chicco brand is present in over 120 countries around the world.