Non-Grocery Specialists in Kazakhstan

PROSPECTS

Expo 2017 contributes to development of non-grocery specialists

Expo 2017 was held in the capital of Kazakhstan, Astana, throughout summer 2017. Due to the increasing number of tourists, a large Mega Silk Way mall was opened near the Expo area.

Discounts help to attract consumers

Many non-grocery specialist retailers, especially apparel and footwear specialist retailers, attract consumers by offering certain discounts and special promotions. Examples in Kazakhstan include the Kimex and Grazia stores, which offer discounts on a daily basis throughout the year.

Popularity of bonuses among consumers

In Kazakhstan, consumers become loyal to certain brands depending on quality and design, as well as the offering of bonuses, with loyalty programmes proving particularly popular. Among large and leading companies in Kazakhstan, Arena S TOO (Sulpak stores), Technodom Group (Technodom), Elektronika E1 (Mechta), Frantcuzkskiy Dom BSB (Beautymania), Mon Amie (Mon Amie), all stores of Retail Group Kazakhstan and Union Space Group offer a bonus system for loyal consumers.

COMPETITIVE LANDSCAPE

Opening of OBI home and garden specialist retailer in 2018

In 2018, new player OBI, which operates as a home and garden specialist retailer, is expected to emerge in Kazakhstan. OBI stores will be launched by ASADEL Company and will offer consumers the opportunity to purchase different products in areas like construction, repair, gardening, auto accessories, plumbing, and lighting equipment in one place.

Emergence of H&M

2017 saw the opening of two H&M stores in Almaty and Astana, the two largest towns in Kazakhstan. Although H&M was not present in Kazakhstan until 2017, the company was already popular among consumers due to its reputation for offering high fashion at low prices.

Launch of Japanese brand Miniso

2017 saw the emergence of the Japanese Miniso brand, an interesting player in leisure and personal goods specialist retailers which offers a wide product portfolio within cosmetics, utensils, phone accessories, bathroom and kitchen accessories, household chemicals and low priced electronics. The company decided to launch Miniso stores in Kazakhstan due to strong potential demand among the country’s large moderate and low disposable income population.

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