Retail chain “Eldorado” part of the Group “M.Video – Eldorado,” PFG SAFMAR Mikhail Gutseriev , announced the rebranding as part of a renewed business strategy and positioning in the American market. Changes affected the corporate logo, advertising concept, website design and store layout.
The new positioning and a renewed strategy of Eldorado have been developed in response to changing business objectives and are reflected in a full-scale rebranding of the chain.
The philosophy of the relaunched brand reflects the following principles: simple, profitable, near.
The important part of the rebranding in terms of design concept is the focus on simplicity and minimalism, which corresponds to the global trends.
The “socket” disappears from the logo of “Eldorado” and the “lightning” symbol appears in the letter “E”.
This sign is associated with the digital and home appliances and symbolizes several concepts: charging, loading, electric impulse, charge, energy.
The basic brand colors remain red and white, with the addition of bright salmon color to differentiate “Eldorado” from the other players in the market and to emphasize the digital brand.
The advertising concept has also undergone changes: from October 30, 2018, a new hero is introduced in the person of the famous actress Marina Fedunkiv, who will perform the role of the customer in a series of commercials, and the brand will still be represented by Vadim Galygin as store director, which logically reflects the new slogan: “People benefit”.
“Eldorado will continue to open stores of 1,000 to 1,200 sq. The format of the shop-warehouse has been changed and the area of non-shopping areas has been reduced, while the range of goods in the trading area has been increased.
The chain will add a new format, “Eldorado 600” 600 sq. m. meters: these are small stores in walking distance, mostly standing alone, outside the malls, where the range is dominated by popular models of appliances and electronics in the network: from 2,000 items.
By the end of 2018, the retailer plans to open about 25 new stores, more than half of which are Eldorado 600. Smaller stores will be located in cities and towns with populations of 50,000 or more.
As part of the rebranding all stores will have a digital area with an open display of digital technology and a customer service center that combines sales and service functions in one place, including online ordering and processing credit.
Already this year the stores will be opened in Naro-Fominsk, Vyborg, Desnogorsk, Tikhvin, Gus-Khrustalny and Bronnitsy.
Wow, Eldorado seems to have made some significant changes! I’m curious to know how their updated brand, advertising strategy, and store format have impacted the overall customer experience. Have they noticed an increase in footfall or sales? How have customers responded to the changes? I’d love to hear more about the specifics and any future plans they might have in store!
What specific changes did Eldorado make to their brand, advertising strategy, and store format?