Saturday at noon, in the store in Băneasa shopping area innorthern Bucharest, one of the biggest in Mobexpert's network, thecasually clad businessman Dan Şucu can be easily mistaken for astore assistant. Unhappy with the label of a plate in the newcollection he demands an explanation and reassurance that thingswill be fixed.
One of this year's bets of the businessman is precisely thistableware collection, which, along with the garden furniture and azero interest lending product could reboot sales of Mobexpert,significantly hurt by the economic crisis.
Şucu believes the sales decline can be stopped by a combinationof measures involving the collection on the one hand and boostingsales in instalments to 15-18% on long term on the other, which"did not exceed 5% even in the good times."
His biggest bet is the 12-instalment system with zero interestthat he has implemented in stores, which he says turned anindividual purchase into a collective one.
He estimated the volume of purchases that could be made oncredit and took the figures to banks to negotiate a lower interestthan charged on the market and then came up with an offer, thefirst of its kind on the furniture market, 12 months of zerointerest for purchases over 8,000 RON.
Mobexpert had previously had a hire purchase system in place butcustomers had to deal with bank employees to get access to it andinterests were not negotiated but were exactly as the regular onescharged by the lender.
After having decided to "take over the role of banker for hiscustomers" Şucu says he would advise every retailer or entrepreneurto no longer think that the bank would ever work to the benefit ofthe customer and do it themselves directly, i.e. negotiate turningan individual purchase into a collective one.
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