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 According to Sergey Mahomet, heads of retailer companies MERLION realized that creation of own shop will not cause of a storm of delight at reselling partners, however the desire to have the new retail channel of sales nevertheless has got the best.
Despite of the sad example of "Ultra", which closed the widely open doors just before the start by company MERLION of the project CITYLINK the last has initially been conceived as shop of a similar format, that is as retailer. One more example of the working retailer is "Sunrise" which for some time has been the real living example for CITYLINK owners, but in the middle of 2009 "Sunrise" became a part of the history as well. Neither these two examples, nor crisis which was not expected to start at the time have not prevented scheduled start of the project. Possibly it happened because investments in CITYLINK by the end of 2008 were serious enough.
"Sunrise" from the very beginning made emphasis on the price, and did not care of anything else», - Mr. Mahomet has described his understanding of the problems of the competitor which has left the market, firmly convinced that neither quality of service, nor bonuses, other baits for buyers did not interest the owners of the shop which probably made the project to be unsuccessful. Idea of "Sunrise" was simple up to discomfort: if you do not want to stand half of the day in long turns you can not stand there, though the prices in the shop are still lower than somewhere else. “We were not going to act like that. Therefore we have chosen the convenient premise, and made the opportunity of reservation of goods through the site, as well as programs of loyalty, bonuses, competitions and so on”, - Mr. Mahomet explained.
In opinion of Sergey Mahometa “Ultra” represented other deal lift. There tried to be too loyal to the buyer. The good example is a principle of their warranty service. « You can bring, and we at any case shall take it away” has described this principle Sergey Mahomet. “It is also not the retailer business model. It is impossible to indulge any buyer whims”.
According to statement of Mr/ Mahomet operating by a rigid principle to sell at the price of competitors or lower, CITYLINK appeared to be popular even in crisis. Thus the main thing constraining development of sales appeared insufficiently successful situation of shop. It is impossible to get to the retailer on foot from the underground. Constantly hammered Shchelkovo highway strongly reduces enthusiasm of potential buyers of automobile owners and efficiency of corporate minibus taxi.
Problem has been solved by virtue of order points and delivery of CITYLINK mini goods, "having scattered" them in residential districts of the capital. The first spot appeared in the third quarter of the last year and as Sergey Mahomet asserts it was paid for itself in several months. Currently at CITYLINK are 15 "mini-spots" in Moscow, together they introduce all in a cumulative circulation of the company of about 10 % of income. This year their number is supposed to be increased up to 30 "to close" all basic "blind" zones of city. In plans for this year is the output into the nearest Moscow region within the limits of fifty kilometers zone to open several retailer mini-spots. The heads of Citylink have the greater plans and one of them is to open full size shops in several multi-million cities. The regional retailers shall have the standard range of products comparable with that in the capital-city one in which the significant part of circulation falls to sales of laptops, monitors and accessories certainly. Sergey Mahomet has related electronic books to interesting and perspective new grocery directions of this and next year: « We have five or six brands of electronic books already, and soon there will be ten of them».
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