The retail chain Mercator-H today opened 22 stores of its new sales format – Getro markets – in the Slavonia region. These are rebranded 22 stores of the former Presoflex, Mercator-H reported, announcing that at the beginning of 2011, Getro markets will be launched at another 20 locations in northwestern Croatia.
The CEO of Mercator-H, Hrvoje Štorga, emphasizes that Getro market is one of the responses to the recession, primarily aimed at consumers with medium and lower purchasing power. The concept of Getro market is based on a strategy of analyzing needs and micro-location opportunities. Getro market is the result of analyzing the needs of previous customers as well as the economic and socio-demographic indicators of the area, explains Tomislav Bagić, the retail director of Mercator.
As a result, the assortment has been redefined and more favorable prices have been offered through the reinvestment of its own margin, with the lowest prices in a given area being marketed under the Getro private label, which will be 10 to 50 percent cheaper compared to other offerings, says Bagić. Mercator-H also emphasizes that Getro market will continue Mercator’s commitment to promoting the development of local production through its retail chain. (H)
