DIXY wins Private Label Awards

Within the framework of the third international specialized exhibition known as IPLS-2016, Private Label Awards were determined. The expert jury singled out DIXY in two categories – “Customers’ Choice” private label award and the “Most effective marketing mix”. The winning of the prestigious award was made possible by a structured policy in the area of trademark positioning. Over the year, the chain doubled its revenue from the sales of private label goods; the number of product names in the range of goods matrix exceeded 600, and their share in the sales total reached 16 percent.

The key factor operating as the prime driving force behind the growth of private labels was the category of dairy products. Over the past year, the chain has materially expanded the range of these goods on offer – aside from basic goods such as milk, cottage cheese and butter, appearing on store shelves are cream, melted cheese, brynza goat cheese, etc. Over this period, the sales of D and Pervym Delom brands has grown by 66 percent.

“The course of DIXY private labels’ development over the medium term is to increase the efficiency of the projects introduced over the past year and too devise new ones. This, among other things, calls for a greater number of partnerships with Russian companies and higher marketing activity,” says Elena Savchenko, DIXY Group Director of Private label Development.