The most expensive mall. What is permeability and why count it. Other shopping centers

The capital of Russia is rapidly reaching the first positions of the trading cities of Europe, and the best shopping centers in Moscow play a special role in this, which recently began to attract the attention of not only Russians, but also foreign shopaholics. Every year, new centers are opened in this beautiful city, and, consequently, the infrastructure is significantly improved. A list that includes only the best of 2016, provided below, will help you figure it out in more detail.

"Avia Park"

The first place in the ranking is occupied by the shopping and entertainment center, which opened in 2014 and managed to attract the attention of many people in a short time. When novice shopaholics ask more experienced shopaholics the question of which shopping center in Moscow is better, they immediately receive an answer - It is located on Khodynka field, in a rather prestigious and densely populated area of the capital. You can get to it from the metro stations "Airport" and "Dynamo".

This shopping complex is a whole network of passages that connect many shopping areas. On four floors there are more than 500 stores of famous brands: "5 pockets", "MVideo", "Uyuterra", "Sportmaster", Lady & Gentleman and so on. In addition, here you can have a great time with your family by visiting various cafes and restaurants, such as Shokoladnitsa, Teremok, Lepeshka, Burger King and others.

The mall sells mainly goods intended for the middle price segment, although you can also find premium goods on sale.

"Afimall City"

It is not so easy to find the really best shopping centers in Moscow. The list of the best centers contains only those options that actually earned the respect of buyers in an honest way. So, in second place is the center called "Afimall City", located in the business district of Moscow.

There are as many as five levels, which are occupied by 400 shops of various directions. In addition to clothes and shoes, you can also buy electronics, cosmetics, perfumes and interesting household goods here. For buyers not only from Russia, but also from other countries, fashion brands are provided here: Lamoda, Lacoste, U. S. Polo, Tezenis and so on. Not all the best shopping centers in Moscow can compare with Afimall City.

The shopping center itself is decorated in high-tech style, which attracts the attention of buyers. After visiting the shops of interest on the first five floors, you can go to the next level, where various events are regularly held. This shopping center, like the previous version, provides a choice of goods of the middle price segment and premium class.

"MEGA"

A whole network of MEGA shopping centers includes such heavyweights as Tyoply Stan, as well as MEGA Khimki. Buyers who decide to go shopping here should devote at least a day to shopping.

In addition to a considerable number of boutiques, there are hypermarkets, restaurants, playgrounds, an ice rink and so on. Therefore, this center will help get rid of unnecessary problems and distract from dull working days.

Department store "Tsvetnoy"

During the construction of the department store, its owners promised to create something new and extraordinary. They did an excellent job with this task, which pleased many experienced buyers. Shopaholics can have a great time shopping for famous brands like Kolor, Folk, All Saints and more. And more diligent individuals have the opportunity to attend design courses or learn more about architecture.

The unique thing about the department store is the farmers' market located on the fifth floor. On its shelves there are all kinds of food products, the prices of which are kept within the middle segment.

View from the windows of the department store, located at the address: Tsvetnoy Boulevard, house 15, st. 1 leaves no one indifferent. This extraordinary truly large-scale view of Moscow opens only in good weather, making shopping even more enjoyable.

"Okhotny Ryad"

There is one more complex, which can be said to be the best. Located on Manezhnaya Square, Okhotny Ryad is rightfully considered the fashion center of the capital's youth. He justifies this name by the fact that boutiques selling goods of fashion brands are located on three levels. Among them are: LOVE, Lacoste, Zara, GAP, Oasis and many others.

There are always crowds of buyers here, so it is quite difficult to guess the time at which you need to come in order to feel free. Rush hour in the mall can come at any moment.

"Vegas"

This shopping center has long been officially recognized as the largest in Europe. In terms of its scale, it reaches 296 thousand square meters. There are many interesting and popular stores here: Topman, Malene Birger, Tommy Hilfiger, Calvin Klein and so on.

Finding a building of this magnitude is not so difficult, the shopping center is located at the address: Domodedovskaya metro station, Moscow Ring Road, 24th km.

People who want to relax after a hard and tiring shopping can ride a Ferris wheel, visit go-carts and other recreational activities.

"Seasons"

The mall has existed for about 10 years and during this time it has always been a unique facility. Here, only luxury goods are on sale, and the center itself is engaged not only in sales, but also in fashion. The so-called style and fashion gallery consists of 6 floors, where more than 150 boutiques and real fashion giants are located. These include: Jaeger London, Etam, Gant and so on.

In addition to the best places for shopping, there are many VIP restaurants and a huge metropolitan "Globus Gourmet". And the shopping center is located at the address: Kutuzovsky Prospekt, 48.

GUM

The well-known GUM located on Red Square also belongs to the premium segment. It is a kind of historical building, where boutiques occupy only 69 thousand square meters. m. This square houses world brands: Christian Dior, Hugo Boss, Louis Vuitton, Kenzo and so on.

GUM itself presents itself as a unique art space and makes it possible to place various expositions, exhibitions of modern photography and the like on its territory.

Other shopping centers

In addition to all of the above, there are several other shopping centers. This is also a must-see for shopaholics. Among them:

"Clouds" (Nut Boulevard, 22a). A slightly strange layout and confusing passages make shopping much more fun, but during discounts this is not always an advantage. There are both expensive and cheaper goods on sale, so every buyer will find a little thing that suits him in all respects.
"Prince Plaza" (Novoyasenevsky pr., 1). Any visitor to the shopping center will be able to taste various delicacies in the food court, as well as entertain themselves in the Game Zone. In addition, here you can contact an eyebrow design studio, a ballet school, buy a pet for yourself at a pet store and use photo services.
"Troika" (Verkh. Krasnoselskaya St., 3a). Grocery hypermarkets, food courts and well-known brands are open to customers almost all day.
"Filion" (Bagrationovsky pr, 5). Clothing, shoes and accessories for every taste are available to every customer here.
Central Department Store (Petrovka St., 2). Here you can buy absolutely everything you need for everyday life, entertainment and so on. The first floor is filled with cosmetics, the second offers a selection of men's clothing and accessories, and the third is the women's section.

15.08.2018 18:03:00

WHAT IS PERFORMANCE AND WHY COUNT IT?

Shop traffic is the number of people who entered the store during the working day. You can count the patency per day, per week or per month.
Why does a store owner need to know how many people are visiting? Store sales directly depend on traffic. The more customers entered, the more customers made a purchase. The ratio of buyers and visitors is called conversion. For each store, this parameter will fluctuate within certain limits.

Let's say the conversion of the store fluctuates within 20%. This means that if 100 people enter the store, then the number of purchases per day will be 20, and if 150 people, then there will be 30 purchases. If the store has a high traffic, the conversion may decrease, this is due to the fact that sellers may not have time to serve all the customers who have entered . However, all the same, with an increase in traffic, even with a decreasing percentage of conversions, the number of purchases will increase.

EXAMPLE: The shopping center is one of the largest in a million-plus city, convenient, with good traffic. The store has been operating in the shopping center since the opening. Average conversion 20%. Those. if 200 people visit the store per day, then only 40 of them will make purchases. Knowing the average check (let's say 2,000 rubles), we can calculate the average revenue - this is 80,000 rubles. A decrease in traffic, while maintaining other parameters (conversion and average check), will lead to a decrease in turnover.

Thus, traffic has a direct impact on the store's revenue. In addition, tracking traffic in the long term allows you to understand whether you are working correctly with the promotion of your store, whether the new window dressing is effective, and ultimately tells you whether it is time to move the store to another location. If at the same time you are confident in your assortment, in your other stores the traffic does not decrease, then the matter is most likely in the Shopping Center. Perhaps the administration will start a reconcept, and the situation will change, but do you have time and a margin of safety to wait for this moment?

EXAMPLE: Same store as in the first example. In May 2017, another shopping center opened within walking distance from it, which took away some of the traffic from the first one. Store footfall began to decline. During the year, neither the actions of the administration of the shopping center, nor the actions of the store owner corrected the situation. At the same time, no decrease in traffic was observed in other stores of the chain; it was impossible to explain the drop in cross-country ability by the general situation on the market. The owner of the store decided to move.

Store traffic is formed from two types of traffic: targeted traffic and transit traffic.

TARGET TRAFFIC- These are people who came to your store purposefully. You can influence the increase in targeted traffic by having the opportunity to contact your customers: collecting contacts as part of a loyalty program, followed by an invitation to the store for promotions or the arrival of a new assortment; communication in social networks, targeted advertising, etc.

TRANSIT TRAFFIC- these are the people who walked past the window or the entrance to your store, initially not having the intention to enter you. You can influence this traffic using window dressing: bright shop windows, focusing on special offers and promotions, or indoor advertising in shopping centers.

EXAMPLE:
1. Increase in traffic due to transit traffic: short-term promotions “Only today when buying three things, the fourth one for free”, etc. Be sure to decorate the windows with bright information posters.
2. Increase in traffic due to targeted traffic: the same short-term promotion, but you already report it via SMS, e-mail and social networks. Those. bring to the store those people who were not going to the shopping center during this period.

ANOTHER IMPORTANT REASON TO KNOW THE TRAFFIC OF YOUR STORE
Each seller has a limit on the number of buyers he can serve. Let's say: a seller spends on average 20 minutes per buyer (this is selection, fitting, service at the checkout, etc.). This means that for a 12-hour work shift, the seller can serve a maximum of 36 people (this is provided that the seller will work without lunch and hygienic breaks). In reality, this figure will fluctuate around 25-28 people. The traffic of your store is 400 people a day. If there are 2 sales assistants per shift in the store, then your maximum conversion will not exceed 15% (28 * 2/400) and, purely physically, 2 sales assistants per shift will not be able to serve more than 56-60 people. That is, in order to increase the conversion in this example, you can add one more seller to the shift. Moreover, not necessarily for the whole day, but only for peak hours. To do this, it is useful to know the patency of a retail outlet not only by day, but also by time of day.

An integrated approach to working with store traffic allows us to increase sales of both our own stores and franchise stores. Thanks to this, the increase in sales in Steelparks for the first half of 2018 amounted to 23% compared to the previous year.

Collected in one room shopping and entertainment establishments - this is the best place for successful shopping and a variety of entertainment in the capital. We have selected for you the top 7 most elite shopping and entertainment areas in Moscow with world class goods and products. We recommend a selection of modern shopping malls - non-standard places where you can actively and interestingly spend your leisure time.

At the dawn of the third millennium, it is difficult to imagine the life of a large metropolis without large hypermarkets, where a huge number of shops, boutiques, bars, restaurants and entertainment venues are collected. Only in Moscow shopping centers about 300 and this figure is constantly growing, as the complexes of the new type are popular with visitors. Their owners organize a large-scale commercial space, characterized by functionality and interior decor.

Novinsky passage

The Novinsky Passage shopping center is a functional platform for elite, up-to-date and successful shopping. An interesting tour of boutiques of branded clothing, shoes and accessories, bijouterie, jewelry, cosmetics, and household goods awaits buyers. It is an ideal place for shopping, where the visitor can wander for several hours, studying the goods, becoming a participant in profitable promotions. It offers goods and clothing from leading European and world manufacturers. In addition to shopping, the doors of a huge number of restaurants are open with their own shows, tasting of fine wines, coffee drinks and dishes of domestic and international cuisine.

Smolensky passage

The Smolensky Passage shopping center is a unique space for fashion and beauty. Three floors of the building are occupied by multi-brand stores, luxury boutiques, where each family member can choose their own fashion wardrobe. More than 50 well-known world brands are presented in retail outlets.

Gimenei Plaza (Yakimanka)

Visiting the originally designed Hymeney Plaza shopping galleries, you have the opportunity to buy products of world brands - Armani, Brioni, Aminarini, etc. In the salons, Swiss and German watches, jewelry made of silver, gold, platinum are offered for every taste, as well as exclusive home goods from eminent designers. Perfume boutiques present stylish and original fragrances. In the beauty salons located here, you can experiment with your own image.

Hymenei Plaza houses a premium-class grocery store Globus Gourmet. The institution is included in the list of the best gastronomic stores in the world. More than 10,000 products are offered here.

"Sphere" on Novy Arbat and Kutuzovskaya

Shopping center "Sphere" is a shopping complex for those who appreciate sophistication, luxury and have good taste. Here, jewelry and watches are offered in greater quantities, as well as clothing, footwear, underwear, elite tableware and expensive accessories stores. There is a restaurant and cafe "Sphere", which serves dishes of European and Japanese cuisine, as well as a prestigious beauty salon of a well-known world brand.

Fashion Season on Okhotny Ryad

The Fashion Season shopping gallery is a real realm of shopping in the very center of Moscow. The large shopping center houses about 70 stores with branded goods from well-known European and world manufacturers. There is a modern underground parking, entertainment venues, cafes and restaurants. It hosts photo and art exhibitions, demonstrations of fashion collections and other social events and events.

Shopping center Neglinnaya Plaza

This is a modern shopping center, which has become a "club of interests" for many. Behind its classic façade is a shopping space with a special atmosphere and a huge number of leisure and shopping facilities. There are shops of many premium brands, the Sobol fur salon. A special jewelry zone was formed in the shopping center - a representative office of the Skobelev jewelry house was opened. Nikolsky passage

Stained-glass partitions, openwork elegant balconies, shiny marble floors - all this indicates the solidity of the Nikolsky Passage shopping center. The building has 3 panoramic elevators and 4 escalators that lead visitors to elite boutiques, expensive restaurants, beauty salons, service centers, etc.

Elite shops, restaurants, entertainment venues gathered in one room is a good occasion, place and convenient service for casual shopping and spending leisure time with friends and family. Shopping centers in Moscow are popular not only among Muscovites, but also among numerous guests of the capital.