Dixy (part of the Magnit group of companies) has begun scaling a new store concept. By the end of 2024, the chain plans to open about 120 outlets in accordance with the updated CVP.
Photo: Dixie
Currently, the updated concept operates 21 Dixie stores. 16 were opened after the reconstruction of existing stores, five were new outlets. In addition, visual elements of the new concept were introduced in another 14 stores: the updated design features navigation in the sales area and facades.
Dixy developed a new store concept last fall and in early November opened the first store in Moscow in accordance with the updated CVP. The changes affected the assortment, services for customers, the organization of retail space, the external and internal design of stores, and the logo.
The new CVP of the Dixie chain suggests a greater focus on ready-made food and instant products. Thus, the renovated stores have expanded the range of fresh baked goods from their own bakeries, and the usual orange color in the store design has been complemented by purple.
“Stores opened in the new concept demonstrate an increase in sales and customer traffic compared to stores without redesign, as well as stores previously updated in accordance with the previous concept. For example, the additional increase in comparable sales of pilot stores after reconstruction amounted to 44 percentage points,” the press service of the chain said.
The drivers of growth in the updated Dixy stores were the fresh and ultra-fresh categories, the sales dynamics of which also outpaced those in other stores. Among the most popular items were cheeses, spoonfuls of yoghurts and desserts, and chilled poultry.
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