OREANDA-NEWS. January 21, 2011. The turnover of "Lenta" hypermarkets network in Novosibirsk, according to the results of 2010, has made 11 % of the company's total turnover.

Novosibirsk which became starting-point for the company's regional expansion in 2006, has once again met the high expectations. In 2010, the turnover of the four Novosibirsk stores, in comparison with 2009, grew by 31,6 %. Trade complexes in Energetikov Avenue and Кirzavodskaya Street have shown the greatest rates of growth.

Last December sales have increased on the average by 59 % in relation to November of the same period.

Anna Bogush, the company's regional director for Siberia and Ural regions, noted: "Hypermarkets of the Siberian network are rather prospective, and we expect great results in them. The trade complex of Gusinobrodskoye Highway is very well located from the point of view of potential attendance – it is a large populated area, with the main street and busy traffic flow nearby. The store in Bolshevistskaya Street is built in a perspective district where the infrastructure is still underdeveloped. The complex in Кirzavodskaya Street is at the city's exit: residents can do their shopping on their way out of town. The hypermarket in Energetikov Avenue is close to Dimitrovsky Bridge connecting the two coasts of the town".

Generally, in the period from January to December 2010, about 9 million Novosibirsk residents made their purchases in "Lenta", which is 20 % more than in 2009. By today, about 350 000 customers are holders of the network's regular customer cards.

The results are improved not only by the advantageous location of the stores, but also by customer loyalty programs. In July 2010, "Lenta" was the first retail trade network to start the "Social Card" program which offers extra discounts from 3 % to 8 % for socially-significant goods for invalids, pensioners, mothers of large families and needy people, as directed by the city administration. With allowance for regular customer cards, the price for social goods can be 12 % lower. About 3000 cards had been given out within the term this program has been applied.