"Eurotorg" is rebranding its "Hit!" stores. What will replace them?

Photo: hitdiscount.by

In the comments, social media users shared observations that some "Hit!" stores in Minsk and Dzyarzhynsk are becoming "Evroopts". One social media user shared a rumor that all "Hit!" stores would close by the end of the year.

The "Eurotorg" company, which owns the "Hit!" retail chain, confirmed to an "Onliner" correspondent that some stores under this brand are indeed closing and are gradually being converted into other formats, including "Evroopt".

"This is not a story about mass store closures. In most cases, the address remains the same, the retail outlet continues to operate, but for the customer, the format, assortment, space, and set of services change.

Over the past three years, only 4 "Hit!" stores have actually closed — for reasons related to rental conditions. The main work is ongoing through format updates: where "Evroopt" allows us to offer people more choice, convenience, promotions, and a stronger price offer, we are considering such a transition."

"Eurotorg" is currently developing three chains in Belarus: "Evroopt", "Hit!", and "Hroshyk". The company notes that for each specific address, they try to select the most suitable store model: they take into account the district, customer habits, available space, demanded assortment, and nearby competitors.

"Over the past three years, the format of just over 140 "Hit!" stores has changed. Some of them became "Evroopts", some transitioned to other formats, including "Hroshyk". There is no talk of the "Hit!" chain disappearing all at once or all addresses immediately changing their signboards. More than 200 stores continue to operate in this format. Some outlets will transition to other formats, while others will continue to operate in their current form.

In the near future, the possibility of format change is being considered for approximately 14 "Hit!" outlets."

The company explains that the change in store format has already affected Minsk and may affect other cities. Changes are planned to be implemented in stages, and customers will be informed about what exactly will change and what people will gain after the update.

What will happen to the assortment?

"The main change is that some stores will become closer to the format of a full-fledged "Evroopt" near home. For the customer, this means not the appearance of familiar categories from scratch, but an expansion of assortment and opportunities. This primarily refers to the fresh category: more vegetable and fruit items, a wider range of dairy products, cooked food, ready-to-eat meals, fresh pastries, family goods, and daily purchases."

Some stores plan to introduce additional conveniences — for example, coffee points and areas for quick snacks. The company notes that this is a response to the expectations that people increasingly have regarding the "neighborhood store" format.

The appearance of the retail outlets is also being updated — both externally and internally. For example, a new facade concept with graphic symbols of the region is being tested at the store on Varanyanskaha Street, 17, in Minsk. The interior space is also changing. One example of an interior change is the store at Independence Avenue, 91. The color scheme, according to the company representative, has become brighter, with wooden accents, zonal lighting, simple navigation, and digital screens replacing paper media.

What will happen to prices?

"We understand how sensitive this topic is for customers. Therefore, along with the format change, we are reviewing the price offer for the most in-demand everyday goods. The task is to give people not only a wider choice and a more convenient space but also clear, competitive prices for basic products."

Promotions are promised to be strengthened, focusing on goods that people regularly buy: breakfast products, dairy products, bread, fruits and vegetables, groceries, and household goods. The loyalty program will be retained: existing participants do not need to re-register anything. No significant changes are planned for store operating hours unless there are objective reasons.

Will new "Hit!" stores appear?

The retailer notes that "Hit!" remains part of the company's product portfolio, but new openings under this signboard are currently on hold.

"Where "Hit!" still well meets customer needs, it continues to operate. Where another format can offer people more in terms of assortment, service, promotions, prices, and overall convenience, we consider a transition. The meaning of these changes is simple: the customer should get a store that better suits their specific neighborhood and their daily life."

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