Exhibition news

The School of Retail will begin its work at HouseHold Expo for the first time

The School of Retail will organise a special programme of workshops by leading experts for participants and visitors of International industrial exhibition of non-food products HouseHold Expo spring 2021 within the framework of the exhibition's business retail platform. The events will be held during the conference «EMOTIONAL SALES» to take place on March 23, 2021, at Crocus Expo IEC.

The programme will include:

10:30 – 11:15

Customer's behaviour in a changing environment

What is important for the Customer in a sales point? How has the customer's interest changed in the present environment? Prospects and development trends of consumer properties and wishes on the market of household goods. Today's relevance and future prospects. Figuring out the general concept – what is important for the Customer?


From the speaker

The Russian customer in a changing market: consumer moods and expectations. Key trends of the market of household goods

The transformation of the macroeconomic situation has a significant influence on the consumer moods and expectations which is reflected in the customer's behaviour.

We will talk about the Russian customer today, what they are guided by when making their purchases, where they prefer to buy the goods.

We will particularly focus on trends in the category of Household goods.


Speaker: Anastasia Sidorina




11:15 – 11:35

Audit of a sales point from the customer's point of view

It is important to conduct an audit of your sales point and define its resources. What corrections should be made to increase the customer's comfort and the sales? Why does one make purchases in some stores but not in others? How to make a plan to improve the sales point?


Speaker: Irina Borisova (https://www.facebook.com/IrinaBorisovaK)



11.35 – 12:25

One stop shop format (furniture + household goods) – as a means of scaling the regional trade business.

Natalia Perets will talk about the stages of creating a next generation furniture store and the main management challenges, will touch upon the topic of creating an efficient product range matrix, developing a team of category managers for the project and so on.


Mixed concept – household goods + furniture/gifts/stationery

Speaker: Natalia Perets https://www.facebook.com/natalya.perets



12.25 – 13:10

Good-selling lighting. Mute shop assistants of a sales point.


Use of accent lighting to increase the sales of a sales point. Location, zoning, lighting balance.

Techniques of accent lighting. Point light source or «pouring light» - which is better?

What is «quality light»?

How to avoid mistakes when choosing the lamps?

Speaker: Sergey Ispolatov Stk Lighting Systems | Facebook



13:10 – 14:00

Design of a commercial product

Design is a commercial tool of sales management.

  • Retail market – the same prices and the same shelves.
  • Advantages and disadvantages of the product range of retail players nowadays.
  • Design – colour – emotions.
  • The main tools for the development of a collection.
  • Is it better to create a private label or no name supplies?
  • Minimizing the risks of international procurement.

Promotional programmes for the development of individual collections. Examples of Russian and European companies.

Speaker: Leyla Pavlova (https://www.facebook.com/between2countries)


14.00 – 15:00

Emotional sales. Neuromarketing + interactive activities. Live mic. Smell test – interaction with the audience

Can emotional product groups help increase traffic, profit and unite sales channels? What is a mixed format for furniture and stationery retail? How to build customer traffic in the mixed format? The application of cross sales to increase the store's turnover. What is neuromarketing, how does it help emotional sales?

Speaker: Irina Borisova



Business programme producer

Galina Shevchenko, This email address is being protected from spambots. You need JavaScript enabled to view it.

+7 (910) 426-01-61, +7 (495) 363-50-32

School of Retail



The programme is subject to change.



Award logo 2022 6

Subscribe to our news

News subscription successfully completed!

News subscription successfully completed!


Provide us with your phone number


Thanks! Your application is very important for us. In the nearest future the manager will contact you!

Organizers: Group of Companies Mayer J. Group. Official support: Chamber of Commerce and Industry of RF.

20 Ovchinnikovskaya Embankment, building 1, Moscow, Russia, Tel.: +7 (495) 363-50-32/33, www.hhexpo.ru; e-mail: info@hhexpo.ru