COOL STORE

Creative Agency: Synthesis Creative Director – Farrukh Sharipov Client service director (CSD) – Alina Mirzaeva Creative copywriter – Sergey Gorobtsov Art-director – Timur Aitov Designer – Tim Ko Account Manager – Yulia Gerasimova Account Manager – Darya Gerasimova Client: ISHONCH Creative Director – Zamira Rakhmanova Creative Manager – Selivanna Sin Marketing Director – Urmatbek Beishenaliev Brand Manager – Nurbek Abyldaev Trade Manager – Sardor Kuchkarov Head of marketing communications – Alisher Boykuziev Art-Director – Doniyor Soliev PR-manager – Dilafruz Yusupova Innovation Manager – Madina Nigmatova Media Manager – Otabek Kholmurodov Production: Nexus Producer – Timur Amanshikov Director – Timur Amanshikov DOP – Timur Amanshikov Line Producer – Timur Kim Line Producer – Aselya Idayatova Cameraman – Akmal Mukhitdinov Edit – Saddat Pirjanov; Mirahad Egamediev Color Correction – Akmal Turdibaev Audio Record Studio – Grigoriy Tolstolugov

90% of the total trade turnover in Uzbekistan falls on the bazaars. This is due to the historical, cultural, and economic characteristics of the region. Therefore, competition with small retailers in the bazaars becomes a major challenge for large retail chains, including ISHONCH.  Despite the fact that modern retail offers a more comfortable and convenient way of shopping, the majority of people still, out of habit, continue to go to inconvenient bazaars in any season and weather. However, we at ISHONCH, a regional retailer of household appliances in Uzbekistan, want as many people as possible to shop at our stores.  Summer daytime temperature in Uzbekistan rises to 50 degrees Celsius  (122 Fahrenheit). And this is especially felt in the bazaars. In 2022 , in just 3 days of extreme heat, 4 thousand people were hospitalized throughout the country due to heat strokes. Using satellite heat map data, we found the hottest bazaars in Uzbekistan and equipped them with cooling sale spots.  We targeted traditional bazaar shoppers by offering relief from extreme summer heat. Our cooling sale spots showed that modern shopping can be enjoyable without compromising health. Our objective was to attract more customers and boost sales during the summer campaign.  COOL STORE is a place where you can hide from the heat in the bazaar and cool off for absolutely free. And also people in COOL STORE can buy products from the ISHONCH catalog with home delivery. Especially the products to cool down their own homes.  In 2023 summer season, more than 20 thousand people cooled off in our COOL STORES. So the sales of appliances raised up to 19%. And our social media were heated up by the comments with a gratitude reactions.  Our budget for media, creating and placing our COOL STORES at three bazaars was less than $45,000. This is approximately 4 times less than the budget of our competitors, which they spend on placing TV commercials, digital promotion, and promo activities. Our sales during the summer period of 2023 increased by $852,000 compared to the summer period of 2022 in the regions where our cooling sales spots were installed. Meanwhile, we spent less than $45,000 on its production.  The traditional bazaar shoppers warmly welcomed our COOL STORES. Many visited our cooling spots and were surprised that they could relax there from the heat absolutely for free. No one pressured them to buy, but they liked looking at catalogs, purchasing cooling appliances with home delivery, and leaving the hot bazaars to get their items at home. This boosted our sales by 19% and made more people aware of our brand, especially those who usually shop at hot and uncomfortable bazaars.