The Magnit retail chain opened a new special studio in Izhevsk, where customers will evaluate impersonal goods under the retailer's own trademarks (STM), the company's press service said.

The studio was created according to international standards. It is a space with a kitchen for preparing tasting goods, a tasting room and technical rooms.

The new test studio will complement the functionality of the site opened last fall in Krasnodar and will allow the company to close the need for testing STM products with the participation of customers.

"The company will use combined audience selection mechanics: invite consumers directly from the store and offer participation to loyalty cardholders. Test participants will receive pleasant incentives. In addition to hall tests, the possibility of home tests (home testing) is provided for those categories of goods, where it is necessary, "- says the report.

In the course of work of the first test studio in Krasnodar more than 400 tests took place, thanks to which the company introduced more than 130 new products into its range, and characteristics of more than 300 items were improved.

By the end of this year the company expects to increase the share of own brands in sales up to 16%, and by 2025 the figure is expected to reach 25%, said Pyotr Kostygov, director of own brands department of "Magnit" retail chain. "In total, this year we have introduced 731 new items. To do this, we thoroughly study consumers' opinions, increase the benefits of our goods, and regularly expand and deepen the range," he specified.

Today the company's STM portfolio has more than 1,600 food and 2,400 non-food products under 25 brands in different price segments.

Made in Russia // Made in Russia

Author: Ksenia Gustova