Exhibition news

Three-level merchandising system: from the parking lot to the shelf

For the first time within the business programme Elena Gubina, practicing expert in category and product range management, will conduct a workshop on the topic “THREE-LEVEL MERCHANDISING SYSTEM: FROM THE PARKING LOT TO THE SHELF”. The workshop will take place within the framework of the business programme at the International exhibition HouseHold Expo autumn 2020 (September 15-17, 2020, Crocus Expo IEC).

The three-level merchandising system is a set of tools which allow to develop a balanced microcosm of a shop, thus making the customers choose you and not your competitors.

The programme will include: history of merchandising; influence of merchandising on customer behavior; category merchandising; levels of practical implementation of merchandising tools; appearance of a shop and its nearby territory; layout of the sales area; layout and presentation of goods using in-store equipment; creativity and non-standard approaches in merchandising; capabilities and limitations of merchandising.



Speaker: Elena Gubina

Practicing category manager with a 15-year successful work experience in leading retail chains of the Russian FMCG market: MAGNIT, RITE (Monetochka), SPAR (Molniya). Experience in managing a production enterprise (dairy factory) and a specialised retail chain (meat products).

Higher education, South Ural State University, majored in Sociology. Certificates within the framework of corporate workshops: “Product range management” held by E. Buzukova, “Category management. Management of product range, merchandising, price, stock” held by Gulfira Krok, “Merchandising in a chain store” held by Kira and Ruben Kanayan, “Higher level negotiations: tough style” held by A. Ivanov, “Profiling” held by Alexandr Kopytko.




Novelties and premieres of the exhibition

September 15-17, 2020, Moscow, Crocus Expo IEC, pavilion 2, halls 9, 10 and 11

Participation in the event is free after an online registration.

We are looking forward to seeing you at Household Expo, Stylish Home. Gifts and Christmas Box. Podarki – the biggest Russian B2B exhibitions of household goods, country life products and gifts!


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


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Organizers: LLC «MOKKA Expo Group», 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.christmasbox.ru; e-mail: info@christmasbox.ru

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