Press-releases
In March, OR GROUP launches a nationwide advertising campaign for Westfalika trading platform
OR GROUP (Obuv Rossii Group) has started to implement a large-scale program to promote the new concept of Westfalika, a trading platform that includes the sale of goods under its own brands (Private Labels) and partner goods (marketplace), in the retail network and online on westfalika.ru. On March 22, a nationwide advertising campaign for the Spring-Summer 2021 season will start in more than 330 cities and will include TV and Internet promotion. At the end of February, the promotional video was filmed as the first stage of the advertising campaign.
The creative concept of the advertising campaign was developed by Novosibirsk agency 2HEAD. The main idea of the video is that a woman can buy everything that her soul desires — shoes and clothes for the whole family, household goods, dishes for cooking, cosmetics, accessories and the other goods — on the Westfalika trading platform. Network advertising on media platforms will be carried out by OMD GROUP, one of the leaders in the Russian advertising market in terms of media purchases and solutions.
«In 2020, we completed the transformation of our retail format and modernized Westfalika stores: now they function as department stores with a wide range of products and services. We are also developing our online platform, which complements our physical retail. When developing an advertising campaign, we set a task to convey to our target audience the idea of an updated format, and tell about changes in the positioning of Westfalika. These steps will allow us to increase the frequency of visits to our stores and online sites by regular customers and attract new ones», comments Svetlana Zemlyakova, the head of OR GROUP retail department.
OR GROUP modernized its retail format and significantly expanded its assortment by switching to a marketplace model while dealing with suppliers. In December 2019, OR GROUP launched «Prodayom» project, which enabled the Group to automate work with partners. In 2020, the company started cooperation with 750 new suppliers, in 2021 it plans to double this number. In total, in 2020, the Group sold more than 2.1 million partner products. Household goods became the leader of growth rates, 80% of sales accounted for tableware, textiles and small household appliances. The highest-margin product category is textiles. Now on Westfalika trading platform, in addition to shoes and clothing, books, cosmetics, toys and other goods are also sold.
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