The franchise network LaDoiPasi, developed by Metro Cash & Carry, reaches 820 stores across the country and aims for 1,100 shops by the end of the year. About 40 percent of the stores are located in the south of the country, 30 percent in the north and 30 percent in the west.
The retailer pursues expansion in communities throughout the country, both urban and rural. To support the accelerated growth of the network, Metro initiated more than a year ago a comprehensive program that integrates marketing campaigns, store remodeling, sales force training, and business management tools.
The program continues in 2019 with a new marketing campaign, where the retailer brings to the forefront the role of store entrepreneurs in developing their network and their community. Thus, the “We Are Locals” campaign capitalizes on the relationship between the owners of LaDoiPasi stores and the customers in the community in which they operate. Trust and familiarity are the attributes most valued by customers.
“In the relationship with Metro, entrepreneurs are the ones who add value to the franchise, but also to the community they live in. We want to build lasting and trusted partnerships with them, that’s why we come to support them with a business model tailored to the needs of our customers and we demand exchange of responsibility and seriousness. We are constantly working on the development of the network and the purchasing experience, and in the next period we aim to attract new consumers and to keep current customers’ loyal,” said Geanina Ghiculescu, head of Retail Marketing, Metro Cash & Carry Romania.
According to the Neilsen study, traditional trade accounts for 38 percent of the retail market in Romania, up 9.9 percent from 2017. Generally, after the LaDoiPasi brand opened, sales increased by an average of 30 percent. To become a Metro partner in the LaDoiPassi franchise, entrepreneurs need to meet a number of conditions that address the business development potential as well as the long-term commitment and passion for trade.
LaDoiPasi is a chain of proximity stores set up in 2012 by Metro Cash & Carry Romania, a leading franchise franchise, with a total of 820 stores nationwide today. Metro is the world leader in wholesale trade. The company operates in 35 countries and counts over 150,000 employees worldwide. In the financial year 2016/2017, Metro recorded sales of approx. EUR 37 billion.