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Russia: Lenta tests new discount format

Hypermarket retailer Lenta, one of Russian's food retail leaders, is testing a discount format, Lenta Ekonom. After X5 with Chizhik and Magnit with My Price, also Lenta understands that adding a discounter to their portfolio is necessary to keep up with the market developments in Russia.

The discount store "Lenta Ekonom" was launched next to Lenta hypermarket in St. Petersburg on Energetikov Avenue. In the period between February - April the company will continue to implement a number of changes, based on feedback from customers and sales density indicators.

"We are testing a number of innovations in stores with low operating performance in order to find the best options for reducing operating costs and increasing sales per square meter.

We plan to build an optimal assortment matrix and offer customers a more favorable pricing model by reducing operating costs. The launch of the pilot is our response to the needs of the customer, who is inclined to save money and choose goods in lower price segments, "said Vladimir Sorokin, CEO of Lenta.

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