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M.Video
How do you sell what nobody usually buys?

RAN IN: Russia

CLIENT
M.video Management LLC

AGENCY
Instinct *Lead Agency


SUMMARY

Despite the rapid growth in the category of smartphones and gadgets, the increasing number of players (both online and offline) every year in this market and a stiff price "dumping" have led to the fact that selling gadgets has become less profitable because of their low margin. In response, M.Video, as part of its m_mobile sub-brand, integrally working at each stage of the customer experience, was able to instill a new pattern of complex eco-system purchase of gadgets for consumers (you buy not a "naked" device, but "pumped" with accessories and services ). As a result, it contributed to the growth of the sales profitability of devices in m_mobile by 27%.

CASE VIDEO


Audience: The focus was on the audience of 25-45 years, actively using modern technologies and gadgets that help make their life more productive / interesting / saturated. For this segment of the audience, the life cycle of using the smartphone is short-term (2-3 years) and they are active users of additional accessories and services, and accordingly the frequency of buying new gadgets is higher than that of other segments.

Objectives: There were key goals for 2017: - Increase the attachment rate - the share of complex sales in the total sales of smartphones tablets by 15% (compared to 2016); - Increase the profitability of sales of goods in the category of smartphones tablets by 10% (compared to 2016).  

Type: B2C

Language: English, Russian