At a time when people are saving money and reducing the number of trips to large hypermarkets and hardware stores, there are new prospects for the development of drogerie stores. This type of retail appeared in Russia not so long ago. But experts predict a good pace of expansion of drogery chains in the regions: 20-30% growth in the number of outlets and turnovers in the coming years.

Drogerie is a European format of non-food convenience stores where, in addition to household chemicals, household goods, cosmetics and tights, you can buy over-the-counter drugs and dietary supplements. Drogerie in the West is a great replacement for classic pharmacies, as the format of the institution is friendlier, it is more pleasant to go to it for medicines for coughs or mild colds than to a pharmacy, which is associated with more serious diseases. In European countries, the number of drogerie is comparable to the number of classic grocery stores"at home". In Germany, the retail format "drogerie" has more than 9 thousand units. In the UK, Boots alone owns over 1,400 drogerie stores.

“The format for Russia is quite young. “Podruzhka” entered the market in 2005, “Magnit Cosmetic” in 2010. Each of the trade formats in Russia has its own target audience. The latest Nielsen consumer sentiment study found that 78% of Russian shoppers enjoy shopping and perceive shopping as a pleasant pastime. Interestingly, the Russian consumer is consciously willing to pay more for the benefits of drogery," says Firuza Kozhageldina, Head of Corporate Relations non-food market Nielsen Russia.

According to Euromonitor International, the volume Russian market drogerie in 2013 was estimated at 59.8 billion rubles, in 2014 - at 65.7 billion, the forecast for 2015 - 70 billion rubles. According to the consumer society "Drogerie - Soyuz", the average bill in stores is 250-500 rubles, the average traffic per day is 250-450 people. "Drogerie has a wider selection than a standard convenience store. I think if neighborhood groceries and drogeries are relatively close and serve the same area, then there will most likely be a split in stock and grocery stores will either drop household items altogether and expand the product line, or reduce to a minimum the representation of such goods on their shelves, - says Ksenia Grevtsova, Head of Retailers Development "MAGAZIN MAGAZINOV". -some groups of goods to keep affordable prices with a minimum margin.

The main advantage of this format is a convenient location and a wide range of products. 90% of drogerie buyers are women. "The audience of drogerie in Russia is completely different. There are "hard discounters" like "Ruble Boom", which are focused on the lowest prices and the low-income category of citizens. There are "Spektr" stores, which, after reconstruction, can outshine any cosmetic operator in terms of fashion. If you take a certain the average trend, then drogerie is not a store for the poor, - says Dmitry Kalachev, director of Trade House Vprok. - In my opinion, "beauty" (cosmetics, skin care products, hair care products) and household goods (cleaning, kitchen, shoe care products) that sell well and have a good margin".

There are prerequisites for further growth of the drogerie format, and experts are seeing a growth in the segment. Regional players see no other way than extensive growth. They spend a very measured financial policy, as a rule, have a low debt load, which hinders expansion. “Regional chains, firstly, cannot afford to have a large share of unprofitable stores (as a rule, new stores bring losses in the first year), and secondly, they have already experienced several crises and remember well how banks can suddenly close lending and throw the company in trouble financial position. At the same time, there are still entire regions where there are no significant network players, so there will be growth, and most likely it will be measured by a double-digit figure (20-30%) both in terms of the number of outlets and turnover," Dmitry Kalachev believes.

According to Vladimir Kukushkin, CEO network of perfumery and cosmetics stores "BEAUTY MARKET", the capacity of the drogerie market in Russia is 12-15 thousand stores. By the way, the format is constantly transforming, and now many chains are moving into beauty - cosmetics, tights, goods that are difficult to sell in grocery retail, reduce the share of household chemicals, which just flows into hypermarkets. Drogerie began to select customers from the classic "perfumery-cosmetics" format, selling cosmetics and perfumes in the high price segment with a markup of 40-60%, which is significantly lower than that of large cosmetic retailers.

Photo: WG / Anton Petepletchikov / Inna Zubareva

The main factor that distinguishes Russian drogeries from European ones is pharmaceutical products. Nevertheless, there are already attempts to sell dietary supplements and parapharmaceuticals in our drogeries. "We're not talking about medicines ah, which are sold exclusively in pharmacies. In terms of assortment, the bets are made on herbal teas, tonics, as well as cosmetics for body and face care, which are traditionally in demand in retail. In our opinion, this is a new and rather promising format for the domestic market. And in terms of pharmaceutical products, he has every chance to compete for the consumer with pharmacies, especially in remote regions where the availability of pharmacies is low. After all, it is much easier to open drogeries than pharmacies - you don’t need to obtain licenses for this, there are no strict requirements for premises, etc., ”says Natalia Prokopyeva, chairman of the board of directors of Evalar (signed a direct contract with the Magnit network) .

According to Roman Ivanov, CEO of R&D Pharma, sooner or later the legislation will change in Russia and classic drogeries will become possible: "First of all, it will require a change in mentality and opportunities target audience similar stores. As you know, these are middle-level housewives. Now in our country, this category of society takes care of how to feed their households. Currently, there is a steady decline in sales of parapharmaceuticals and cosmeceuticals in pharmacies. This is due to the crisis of macro- and microeconomics. I don't believe that against this background, drogeries will gain popularity in Russia."

So far, the drogheri themselves adhere to this point of view. “I believe that in Russia it’s more likely not about legislative obstacles, but about the habit of buying and trust in the format. I know that one of the Moscow chains tried to implement pharmacy departments on its premises, but sales did not go. I still don’t see the prerequisites for such a scenario," sums up Vladimir Kukushkin.

The drogerie format (German drogerie, English drug store) can safely be considered the latest even for foreign retail.

To be more precise, its appearance refers to the 70s of the last century. Although it did not take root in all countries, in a short time large international chains in the USA and Europe with billions of dollars of turnover grew from small shops.

Blurred Format

In Russia, this niche should be defined as empty or (with a big stretch) as semi-empty. A few operators of their own and franchise outlets practically do not compete with each other, but are trying to accustom themselves and partners to the new format. Specialized foreign players are not yet striving for Russia, preferring expansion to Eastern Europe.

Figures for comparison: in Germany, the number of such stores is approaching 10,000. The leaders here (including franchising) are DM (Drogerie Markt), Rossman, Shlecker, Drospa. In Moscow, there are 5-6 chains with two to three hundred stores. Meanwhile, according to the estimates of the industry magazine Household and Professional Chemistry, the capital's market could accommodate about 2 thousand stores, and the federal potential is 15-20 thousand stores with a turnover of $40-100 thousand per month each. All this means that the Russian segment has years of active growth ahead.

I am talking about such a rare format in our open spaces with regional director to provide consulting services in the field commercial real estate Colliers International in Central and Eastern Europe by Ian Elliot. In his opinion, there are essentially no drogeries or drug stores in Russia, in the form in which they are common in the USA, Germany or Israel (format leaders). They are also called pharmacy supermarkets with a mixed assortment of medicines, perfumes, hygiene products. Abroad, the stake is not on a high margin, but on turnover. Drogerie are small - 200-300 square meters. meters, but some especially large ones reach 800-1000 sq. meters and even act as anchor tenants.

According to the interlocutor, the almost complete absence of the format in Russia is apparently explained by the complicated procedures for licensing the circulation of medicines. The Russian market has not even developed a clear definition of drogerie, and what is in practice can only be considered a kind of semblance.

The borders of the drogerie really look blurry. But there are also undoubted signs: installation on mass non-food products, low prices, fast turnover. In English, they have a special abbreviation FMCG (Fast Moving Consumer Goods) - everyday goods that are relatively cheap and sell quickly. In Russia, they are also called fastmovers in professional slang. According to Schlecker (Anton Schlecker, German owner of the international drogerie chain), 80% regular customers make purchases in his stores at least once a week. The basis of the drogerie product display is the "bath" assortment for bathrooms, to one degree or another supplemented by parapharmaceuticals and medicines, cosmetics and perfumes, costume jewelry, household chemicals, goods for children, pet food, healthy food, vending with snacks and drinks. In an eclectic format, there is also a place for food products - tea, coffee, biscuits, juices, chewing gum, diet food - goods of impulse demand. The most advanced "found" and goods of seasonal demand. But the season is not only the time of the year, but also this or that holiday, for example New Year and Christmas, as well as the summer season.

At the same time, operators that comply with the laws of the genre tend to develop their own private labels, although their share in such a wide range in Russia is not high. In Germany, it can reach up to half of the range and is often positioned as the most "budget" option. However, in Dm or Rossman, chain-branded products can be sold even more expensive than similar products from independent manufacturers. Among Russian "format" and "semi-format" players, the pool own brands has only "Ol! Good", more precisely, its owner - the holding "TD" MAK-DAK ".

Generally speaking, drogerie is a format that fluctuates from region to region, country to country. In our usual lexicon, we can talk about a kind of shopping outlets within walking distance, although sometimes they can also be found in shopping centers.

The semi-empty niche is being explored chaotically so far. According to Sergey Filchenkov, an analyst at Finam Investment Company, the format as such is not perceived in Russia. Investments in the creation of networks are small, since the owners do not understand how to develop them. In the mass consumer consciousness, the word "drogerie" is completely absent. Some experts do not include retail chains such as Moscow's Citymarket (25 stores) and Khozyayushka in the drogerie category due to a too heterogeneous assortment, although the companies themselves position themselves this way. Sergei Filchenkov refers to drogerie and convenience stores selling household chemicals and cosmetics. These are the Ol! Good chains (a veteran of the franchising direction in drogerie or its Russian similarity - the first franchise store opened back in 2005), Yuzhny Dvor and Ruble Boom, Moscow Podruzhka, Perfume Paradise, Krasotka ", "Range". This list should include Rainbow Smile from St. Petersburg, which focuses on franchising the development of regions, especially, as explained by the director of this network, Alexei Baulin, starting from the II quarter of 2011. According to him, the companies "are interested in the Volga region, the Urals, and in general the whole of Russia." Drogerie is very attractive for small towns where there is nowhere for supermarkets to turn around.

Be that as it may, most of those who position their Russian business as the drogers note that the success of Western operators, primarily the German Schlecker, Rossman and Drospa, the Austrian Dm, and the English Boots, prompted them to create networks of this format.

The boom among drug stores in Eastern European neighbors, for example, in neighboring Poland, is also attractive. The national franchisor networks Koliber, Brawo, Aster and the undisputed leader, the German network Rossmann, are experiencing a boom there. The top 10 drogerie chains account for 24% of this market. Many of them are large franchisors for Poland (more than a hundred outlets).

In Eastern Europe, the format under consideration, as a rule, implies the presence of a full-fledged assortment of a pharmacy and a fairly wide range of food products. In our country, medications are strongly associated with the disease and slightly “scare away” from other products.

Russian delights and sorrows

Consulting firms usually characterize the drogerie format as very promising and attractive. Arguments: low costs for equipment and operation outlet(total investment for opening one store in Smile Raduga is 2 million rubles), high profitability per square meter, simple logistics, since the goods do not require special storage and transportation conditions, lack of competition.

All this is true, but only in part. Opening a drogerie is really inexpensive, you can save on design and staffing. But fast turnover with large volumes, and these are classics of the genre, requires modern logistics. Most European players, even small ones, acquire distribution centers- in Russia it is not cheap, not very fast in terms of time, but it pays off for a long time. There are precedents when Russian operators in the absence of competition, they took a high pace and faced problems with delivery and warehousing in the regions.

In a rarefied competitive environment, "opponents" can be counted on the fingers, which makes some of them comparable in terms of growth rates to the leading European networks: one and a half hundred new outlets annually with the absorption of local operators. But! Drogerie's competitors in Russia include all formats with (somewhat) matching assortments. And these are hypermarkets, and pharmacies, and perfumery and cosmetic chains, to which the buyer has been accustomed for many years.

For a combination of reasons, Russian drogeries are youngsters, not really formed and in some places simply ugly. But at the level of large cities, Russia is ready for drogerie. This confirms the experience of the foreign pioneer of the Russian drogerie market, the giant Asian operator A.S. Watson, which bought at the end of 2005 the modest St. Petersburg network Spektr (24 stores) and quickly doubled it. This, by the way, is the most likely model of foreign coming: the initial purchase of small networks and their multiplication through a real range of drogeries, strategic marketing with systemic dumping and other amenities that giants can easily afford. But there is no evil without good. Their arrival would have created a franchise wave in the new segment. All that foreigners are waiting for is for the market to at least slightly settle down. So far, they are letting the Russians themselves work in this direction.

Drogherie: Format Self-Definition

Valeria MIRONOVA, Elena ROSTOVAwww.torgrus.com

The drogerie format, popular in the West, is increasingly beginning to penetrate the Russian retail business. Despite free niche, small initial investments and rich experience of Western retailers, Russian operators face a lot of problems when developing this format.

The network format drogerie (drogerie) appeared in Germany in the 1970s in connection with filling the niche of grocery stores queuing. The operators of the drogerie market were entrepreneurs who relied on hygiene products, household chemicals and perfumes, which are in high demand at all times. Based on the fact that a fast-turning assortment can be not only in the food segment, a separate niche was identified - drogerie.

Classics of the genre. The main advantage was that the development of the format did not require large initial investments. Drogerie goods do not need special storage conditions, the logistics of this format are much simpler than food ones, as it allows delivery with less frequency, the sale of the assortment in months and years makes it possible to reduce losses from written-off goods. Electric Energy It is spent mainly only on the lighting of the trading floor. At the same time, drogerie stores offer a wide range of products: the main categories are household chemicals, hygiene and cosmetic products, complemented by health products, accessories, jewelry, toys, underwear and a number of others. Thanks to a fairly free concept in the choice of assortment, which makes it possible to adapt to the target audience, the format is quite short time became widespread in the West and began to develop actively in Europe and America.

Drogheri (drogerie, German) - in Europe - a pharmacy store, a convenience store that sells non-food consumer goods, that is, cosmetics, perfumes, hygiene products, related products and of course pharmaceuticals. In Russia, the legislation does not allow this, therefore, we do not have a pharmaceutical component. In Russia, only in recent years, some of the network pharmacies have been trying to work in the drogerie format. At the same time, the assortment pharmaceutical products they are very limited.

Drogerie in Europe. The formation of the drogerie format took place in the 70s of the XX century. Today, according to the research company Nielsen, in European countries, the drogerie format accounts for about 20% of the retail market. The number of drogerie in European countries is comparable to the number of classic grocery "convenience stores". There are more than 9,000 drogerie retailers in Germany. Boots owns over 1,400 drogerie stores in the UK.

Drogery format. The interior of a drogerie is usually ascetic: a functional interior and a "cheap" exterior, the simplest shelves and price tags, simple display. Due to the verified range of everyday demand, drogeries have high turnover rates per unit of retail space. In addition, almost the entire range of Drogerie does not require special storage conditions, there is no range of perishable products, which means that there are no refrigerated showcases and freezers.

Drogery location. As in general for retail, traffic is important for drogerie, which means that you need to choose the location of the point (the location of the outlet) correctly. Required condition– close proximity to the place of residence, or to the place of work of buyers. The main criterion when choosing a location for a drogerie is not the proximity of the metro, but convenience, walking distance. The footage of the drogerie retail space is 120 - 150 meters, which is a universal standard for the "convenience store" retail format.

Target Audience. For Drogerie, as well as for "corner shops", up to 90% of turnover comes from regular customers living within a radius of up to two blocks from the drogerie store. Up to 95% of drogerie shoppers are women. The core of the target audience of drogerie is women from 25 to 50 years old who lead household, work and serve their family. The drogerie customer is not a businesswoman, although they enjoy using these stores. This is an ordinary woman, with ordinary affairs and worries. Women not only in Russia but also in the world are the most active part of consumers. They are more mobile, more attentive to everything new; they are interested in new offers; they are more sensitive to marketing.

Marketing in drogerie. When planning instor promotion, it is necessary to take into account the features of the Drogery format:

average area - 120-150 sq.m;
low traffic (average 300 people per day);
Drogerie shoppers are significantly more loyal than those in large supermarkets.

Drogerie gives advertisers a unique opportunity to ensure consumer loyalty to their products. Media selection marketing information is determined by the need for efficient use of the trading space, as well as the implementation of the task of stimulating the loyalty of the target audience. The specifics of placement

* Calculations use average data for Russia

600 000 ₽

Starting investments

400 000 ₽

200 000 ₽

Net profit

3-6 months

Payback period

If you are looking for a free niche for a retail business, then consider the idea of a drogerie store. You can start with a capital of 600 thousand rubles, and at the end you can make a profit of 200 thousand rubles.

Drogerie - new format trade in Russia. Such stores have long become popular in Europe, and we are just starting to develop. According to research firm Nielsen, today drogerie stores account for 20% of the European retail market.

What is drogerie

Drogerie is a store specializing in the sale of goods that do not need special storage conditions. The range includes household chemicals, cosmetics, perfumes, some drugs that are sold without a doctor's prescription. Stores of this format focus on products with a high frequency of sale.

The main features of drogerie are:

goods of low price category;

lack of perishable goods;

consumer goods;

fast moving goods;

sale of goods familiar to buyers from advertising. There is practically no advertising in the store itself;

walking distance. Target audience - people living 5-7 minutes walk to the store;

area 100-150 sq.m. This is a kind of standard for this format;

Definitely a self-service store.

Now you will be able to distinguish the drogerie from the usual hardware store.

The main advantage of this format is that, with a small markup on goods, drogeries have an impressive turnover per 1 sq.m. trading area. Running a drogerie store is cheaper and easier, and you can earn just as much from it. This niche in Russia is quite free. Drogerie open at major cities, but many still have not heard anything about this. Having occupied this niche in time, you can create a stable business and make decent money.

Therefore, let's figure out how to open a store in the drogerie format.

Market analysis

The first drogerie appeared in Germany. This happened in the 1970s in the wake of the development of supermarkets and discounters with food products. Then German entrepreneurs relied on small stores with fast-selling goods that do not require special storage conditions. In Europe, the idea took root and is being actively implemented so far. And this is despite the fact that the assortment of drogerie is in many ways similar to conventional supermarkets. What is the secret? Sometimes drogeries can offer a better price, but more often it's all about the availability of goods. It is unlikely that someone will go for one cleaning product across the city to get to the supermarket. It is more convenient for a person to go to a store near the house. Therefore, the main advantage of the drogerie format is its favorable location. 80% of the turnover of such stores are purchases of regular customers living nearby.

Today, there are more than 9,000 drogeries in Germany. For comparison, in 2017, 96 stores of this format were recorded in Russia. As you can see, the market potential is quite large. According to analysts, in 2017, the shortage of drogerie stores in our country is about 60%.

That is, there is little competition in the segment, since the format is not yet so widespread. Drogerie has to compete with stores of other formats - supermarkets, hypermarkets, etc. And there is practically no internal competition.

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Why is the drogerie format so popular in Europe? Some of the answers to this question are given in the table, which presents the benefits of business. But, despite the free niche and the rich experience of foreign entrepreneurs, Russian operators face many problems when developing this business format - this is evidenced by negative characteristics.

Advantages and disadvantages of drogerie

Drogerie can easily win over a customer, because such stores are within walking distance and offer low prices. What is the cost of saving? Firstly, drogerie products do not need special storage conditions. Secondly, transportation is quite simple and does not occur as often as food transportation, the assortment includes those goods that have a long or no shelf life. So you can sell goods at least for a month, at least for a year. No delay - no loss. The risk of material loss in this case is quite low. Thirdly, for the equipment of such a store you need a simple set: various racks, showcase stands. No complicated technology or expensive equipment. Furniture can be safely taken "from hand", which will further reduce costs.

Features in the formation of the range of drogerie

The range of drogerie involves only products with a long shelf life. Such goods include:

household goods and household chemicals;

cosmetics and perfumery;

goods for personal hygiene;

drugs that are dispensed without a doctor's prescription;

seasonal and promotional items.

In European stores, about 20% of the assortment are dietary supplements and medicines. But in Russia the statistics are quite different. This is because an entrepreneur must have an appropriate license to sell medicines. Many do not want to deal with paperwork, so they do without medicinal products in their stores. The range of drogerie has been adjusted due to Russian features. For example, household chemicals in the domestic market account for almost 15% of the total number of goods, while abroad this figure is 3-5%. In European drogeries, the most numerous and profitable commodity are medicines and BAGs, which occupy up to 20% of all goods. The word "drogerie" itself in German means "drug store". But in the realities of our business, selling medicines, even the simplest ones, is not so easy. Therefore, many people prefer to fill the shelves with other goods, rather than spend time, money and effort on medicinal products.

Supplier Relations

For suppliers, drogerie clients are inconvenient customers. This is because in this case, not the entire assortment is selected for purchase, but only the most popular items. It is also unlikely that the drogerie operator will take on the implementation New Product, because he is used to working with promoted goods. In this regard, the purchases of such customers are not very large. It is unprofitable for suppliers to cooperate with small and even such problematic customers.

Therefore, drogers are looking for different ways to solve the problem with the purchases. For example, the Drogery Union alliance was recently created. It included 10 major drogerie chains. They were forced to merge after the increase in supplier prices. Drogers plan to achieve favorable prices by combining purchases. You can also find regional partners and offer them mutually beneficial cooperation. Another option is to look for small suppliers separate category products. Such suppliers are more loyal and ready to adapt to your requirements.

An important nuance: sales in the drogerie are aimed at maximum customer satisfaction, which is ensured by the presence of a full range of goods (at the level of 95%). In order for all commodity items to be in stock, you need to carefully consider the logistics and supply chain. And here, too, small suppliers who can adapt to your rhythm will come in handy.

The conclusion follows from this: the drogerie format needs analytics, planning systems and personal marketing.

To provide goods for 100 sq.m. retail space, you will need to make a purchase of at least 200 thousand rubles. It is important to correctly calculate the volume of purchases. Goods on the shelves should be in moderation. If the shelves are half empty, it will create a feeling of a small assortment. And if there is an overabundance of goods, and the buyer sees littered shelves, then he simply does not want to waste time looking for the right one.

Location and room for the drogerie format

Drogerie rely on residents of houses located within a radius of 500 meters from the store. So look for appropriate place stands in a residential area. Renting space here will be lower than in the central part of the city - and this is another advantage of the format.

Store requirements:

location on the ground floor of the building with access to the front of the street;

the area of the trading floor is 100-150 sq.m.;

good lighting;

good visualization of the premises is desirable: display windows, ceilings at least 3 meters high, an open layout that allows maximum use of the area.

The cost of renting such a room will be about 50 thousand rubles per month. Of course, in different cities prices can vary significantly. These are average data. You also need to take care of the warehouse. For 200 sq. m is about 35 sq. m. For 150 - 27 sq. m, for 100 - 18 sq. m. Of course, it is very desirable that there is a separate exit from the mini-warehouse to the street - for the convenience of loading goods.

How to register

For reference retail drogerie format does not require any special permissions. To open a store, you will need to collect a package of documents, which includes a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspectorate, regulations to the store.

For reference commercial activities should be registered as an individual entrepreneur with a simplified taxation system (“income minus expenses” at a rate of 15%). Type of activity according to OKVED-2: 47.7 Retail trade in other goods in specialized stores. You, as an employer, must also register off-budget funds PFR and FSS, what to list insurance premiums for your employees.

Features of the design and functioning of the drogerie

The design of drogerie stores has its own specifics and largely depends on the assortment. For equipment small halls, which are designed according to the principle of a supermarket, wall racks and island racks with end elements are selected. .

It is worth noting that the drogerie format does not involve large investments in interior and exterior design. The simpler the better. The trading floor is designed according to the principle of a supermarket. Since the trading floor is not very large, high racks here can only be placed along the walls, and island racks should be placed in the center. The simplest and effective method zoning - arrangement of racks with standard aisles: from 1.2 to 2.2 m.

There are companies that specialize in selling commercial equipment for drogerie shops. They provide not only racks, but also design a trading floor, calculating the required amount of commercial equipment. One wall rack will cost about 7 thousand rubles, and an island rack - 8 thousand rubles. The cost of equipping a trading floor depends on the area. In addition to racks, you will have to purchase a cash desk, a POS system with cash register and other equipment.

Ready-made ideas for your business

Since the drogerie is a self-service store, a sufficient number of shopping carts or baskets must be provided. They should be enough even during peak attendance hours. In most cases, drogeries use standard baskets with a capacity of 20 liters. On average, you will spend 250-300 thousand rubles on equipment.

The product is laid out according to the principles of merchandising. The most demanded goods are located in the far part of the store, away from the cash registers. This is done with the expectation of impulse buying. Promotional or seasonal goods are usually placed at the entrance and in front of the cash desks.

As for the staff, the store is served by 2 people: the sales floor manager and three cashiers who will work in shifts at the checkout or advise customers. hallmark drogerie is the presence of one cash desk. General Fund wages will amount to 60 thousand rubles (including all deductions).

Target Audience

The target audience of drogerie is the residents of the nearest houses. Up to 90% of the store's turnover is provided by regular customers living within a radius of two blocks from the outlet. Of these, 95% of buyers are women. The basis of the target audience are women aged 25 to 50 who run the household. Drogerie buyers are more loyal than the audience of large supermarkets.

Do you need advertising

placement of announcements in the elevator;

flyers with coupons in mailboxes.

Advertise your store even before it opens. Then by the beginning of work you will already have some kind of base. And people who have heard about the imminent opening can come, if only for the sake of curiosity. And in such stores it is difficult to resist not to buy anything. To further stimulate consumers, announce a sale on the opening day, get them interested in great deals.

Costs and payback

Drogerie generate their profits through active turnover and low margins. Calculating income is quite difficult, because it depends on the area of the store, assortment, pricing policy, consumer potential and other parameters. According to experienced drogerie operators, the net profit per square meter of retail space is about 20,000 rubles per month. This means that the trading floor is 100 sq.m. will bring about 200 thousand rubles a month. Please note that this is an indicator of net profit, which remains at the disposal of the entrepreneur, minus all expenses.

Key business indicators:

Initial investment: 600 thousand rubles

Average bill: 400 rubles

Number of visitors per month: 1,000 people (or 33-34 people per day)

Monthly turnover: ≈ 400 thousand rubles

Monthly expenses: 180-200 thousand rubles

Net profit: ≈ 200 thousand rubles

Payback period: 3-6 months

Profitability: 80-100%

With a properly formed assortment, investments can pay off in six months. It is not necessary to expect a large volume of sales in the first months of work. People need to get used to your store. This will take approximately 2 months.

In custody

The success of a drogerie is largely determined by how advantageous a place is chosen. It is best to place such a store on one of the main streets of the sleeping area. Regular customers will be residents of nearby houses. The more houses you can cover, the faster you will recoup your initial investment and start earning.