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Wywiad z Januszem Cieplińskim, Prezesem firmy MAGO S.A.

Wiadomości

Wywiad z Januszem Cieplińskim, Prezesem firmy MAGO S.A.

Środa, 11 października 2017 Autor: Joanna Kowalska, HURT & DETAL Nr 10/140. Październik 2017
O tym, jak powinien wyglądać współczesny sklep, jakie są trendy w branży wyposażenia, a także o rozwoju przedsiębiorstwa rozmawiamy z Januszem Cieplińskim, Prezesem firmy MAGO S.A.
Na rynku działacie od 28 lat i przez ten czas obserwowaliście zmiany w branży. Jak obecnie powinien wyglądać sklep, żeby przyciągnął klienta?

O ile w dużym markecie czy dyskoncie konsument preferuje pewien stopień anonimowości, to odwrotna sytuacja dotyczy małych sklepów. Klient placówek tego formatu chce być zauważony – lubi, gdy pracownicy znają go z imienia, pamiętają co zwykle kupuje i dbają by dostał zawsze to czego potrzebuje. Za uśmiech ekspedientki jesteśmy w stanie zapłacić więcej, więc nie tylko cena jest decydująca jeśli chodzi o wybór typu i formatu sklepu.

Sklep musi być atrakcyjny i inteligentny. Powinien się wyróżniać spośród innych – wtedy przyciągnie klientów i ich zatrzyma. Poprzez zastosowanie nowszych systemów regałowych, które są lżejsze, ładniejsze i lepiej prezentują oferowane produkty, placówki handlowe są w stanie sprostać rosnącym oczekiwaniom klientów. Takie sklepy są w stanie osiągnąć też sporo więcej.

Często pada pytanie: A co będzie jak się nie uda? Strach przed zmianami i wprowadzaniem innowacyjnych rozwiązań działa na niekorzyść, bo takie miejsce staje się nieatrakcyjne dla klienta.

Należy się zastanowić: A co będzie jeśli się uda? Ci, którzy ryzykują i potrafią słuchać – osiągają sukces. Oczywiście nikt nigdy nie da nam gwarancji sukcesu, ale jeśli nie spróbujemy nigdy się nie dowiemy czy było warto.

A jak wyglądają obecnie najmodniejsze trendy na rynku wyposażeniowym?

To, co w tej chwili obserwujemy w trendach na rynku, to powrót do natury, naturalnych produktów i materiałów, np. do drewna, żywych kolorów. Właściciele sklepów doceniają rolę oświetlenia czy charakteru aranżacji. Sklepy odchodzą od wyglądu typowego, surowego dyskontu, na rzecz ładnych, atrakcyjnych rozwiązań. Teraz regał nie może być wyłącznie biały czy kremowy.

Kluczowe jest również to, że jeśli klient podchodzi do półki po towar – on musi tam na niego czekać. Jeśli sklep nie nadąża z zatowarowaniem półki to bezpowrotnie traci zyski, a następnie zaczyna mieć problemy. Dlatego też jedna z naszych spółek zainwestowała w prace nad systemem kontroli rotacji towaru. Najważniejszą rzeczą jest to, że uzyskane dane mają trafiać do właściciela sklepu lub firmy, która zakontraktowała daną półkę w markecie. Dzięki elektronicznym czujnikom zainstalowanym na półce o specjalnej konstrukcji w czasie rzeczywistym wiemy jak dany towar rotuje na półce. Co ważne – informacje są dostępne on-line w systemie zarządczym.

Zastosowanie tego rozwiązania w dłuższym okresie, pozwala śledzić, kiedy dany produkt najlepiej się sprzedaje. Obserwacje można prowadzić dla konkretnych godzin, dni, miesięcy czy pór roku. Co to daje? Personel jest w stanie wyprzedzić potrzeby klienta i przygotować półkę wcześniej.

W którą stronę będzie rozwijać się Mago?

Mago oczywiście zmierza w stronę zaawansowanych technologii, chociaż same regały nadal pozostają ważnym, a jednocześnie wymagającym produktem. Wynika to z wielu aspektów. Zmieniają się nie tylko przepisy, ale i oczekiwania klientów. Nie chcemy rywalizować z konkurencją wyłącznie ceną.

Mamy własne biuro badawczo-rozwojowe, dzięki czemu oferujemy klientowi odpowiednią jakość i kompetencje technologiczne, co potwierdzają uzyskane certyfikaty, takie jak ISO 9001:2015 czy TÜV.

Obecnie dość mocno inwestujemy w jedną z naszych spółek specjalizującą się w regałach magazynowych. Chodzi przede wszystkim o stosowaną technikę. Aktualnie pracujemy nad automatycznymi układnicami. Oferujemy też szeroko pojęte doradztwo w zarządzaniu powierzchniami magazynowymi.

Regały stojące na zewnątrz, odporne na wiatr to kolejne wyzwanie. Jako jedna z nielicznych firm w Europie mamy zasoby i kompetencje do ich projektowania i produkowania. Posiadamy własne modele obliczeniowe do produkcji zgodnej z przepisami europejskimi. A do tego konieczne są zaawansowane technologie.

Inwestujemy także w technologie związane z najnowszymi rozwiązaniami z dziedziny oświetlenia. Najmłodsze dziecko z grupy Mago, firma Danler, realizuje nowatorskie projekty z klientami, którzy potrzebują bardzo specyficznego oświetlenia nie tylko przestrzeni handlowej, ale także obiektów w których hoduje się trzodę chlewną, kurczaki czy uprawia kwiaty. Obiekty te wymagają indywidualnego podejścia i zaawansowanych, zautomatyzowanych rozwiązań. Chlubimy się tym, że nie boimy się wyzwań i realizujemy projekty, których nasi konkurenci nawet nie chcą sie podjąć.

Jak wygląda rozwój Mago za granicą?

Mago to nie tylko Polska. Rozwijamy się coraz dynamiczniej na innych rynkach, o czym świadczy rosnący udział eksportu. To wymaga od nas dużej elastyczności i utrzymywania w ofercie wielu systemów sklepowych, ponieważ inne przepisy obowiązują w krajach Europy Zachodnich, inne w Europie Środkowej, a inne na wschodzie. We Francji mamy już silnie ugruntowaną pozycję. Jedna z czołowych sieci wybrała nas jako jednego z dwóch referowanych dostawców, rezygnując ze współpracy z dotychczasowymi kontrahentami z ich kraju. Można to uznać za ewenement, ale i duże wyróżnienie.

Bardzo silnie rozwijamy się też na rynkach niemieckim i austriackim. Działamy tam zarówno przez naszych przedstawicieli jak i bezpośrednio. Oprócz tego również Skandynawia.

Ciekawym kierunkiem, gdzie ostatnio wysłaliśmy nasze produkty były kraje Ameryki Południowej i Środkowej. Oczywiście w dalszym ciągu rozwijamy działalność na Wschodzie. Zdecydowaliśmy się na dalsze inwestycje w zakład produkcyjny w Kaliningradzie. Zależy nam na całkowitym usamodzielnieniu tego zakładu i skoncentrowaniu jego działalności na rynku wschodnim. Aktualnie obserwujemy przebudzenie się rynku ukraińskiego. Obecnie planujemy tam m.in. pierwsze wdrożenie kas samoobsługowych naszej produkcji.

Co najbardziej przyciągało zwiedzających na Targach Euroshop 2017? Czy widzicie już efekty uczestnictwa w Targach?

Na Targach zawsze chcemy czymś zaskoczyć. Parę lat temu z boksu kasowego zrobiliśmy fortepian, na którym przez całe Targi graliśmy muzykę jazzową. W tym roku, dla odwiedzających mieliśmy wiele nowości i atrakcji takich jak mistrzynię Europy w tańcu Pole Dance i wielokrotnych mistrzów świata w pokazach barmańskich. Trzeba się wyróżnić, bo ile można rozmawiać o kwestiach technicznych? Targi to święto branży. Dlatego też pokazujemy naszą 28-letnią firmę jako młode i dynamicznie rozwijające się przedsiębiorstwo. Atrakcyjne i wyróżniające się na tle zachodnich spółek funkcjonujących na rynku wielokrotnie dłużej.

Efekty Targów nie są natychmiastowe. Nie można też oceniać udziału w imprezie pod kątem stricte tylko finansowym. Ważna w tym wydarzeniu jest możliwość zaprezentowania i porównania się na tle branży czy zobaczenia nowości i trendów rynkowych. W naszym przypadku to także pokazanie, że Mago to już nie tylko regały, ale także zaawansowane nowe technologie i całkowicie inny poziom inżynierii i myśli technologicznej. To także zupełnie inny poziom współpracy z klientami, nie tylko w zakresie sprzedaży konkretnego wyposażenia, ale też doradztwa technicznego i technologicznego, m.in. w kwestii zarządzania informacjami w sklepie czy obsługi klienta, tak by sklep był nie tylko bardziej efektowny, ale i efektywny.

Co dalej z zaprezentowanymi na Targach rozwiązaniami, kiedy zobaczymy je w sklepach?

Nadal rozwijamy nowe technologie. Nie wszystko mogę jeszcze zdradzić, ale rozwiązania, które prezentowaliśmy na Targach jako propozycje i koncepcje, przechodzą właśnie fazę testów u klientów. Opracowujemy już kolejne wersje tych rozwiązań ponieważ nic tak nie sprawdza naszych idei jak dobrze rozumiana krytyka kliencka. Klienci mają zwykle duże doświadczenie w zakresie aspektów technicznych i funkcjonalnych dotyczących danego produktu. Stale weryfikujemy nasze założenia będąc w kontakcie z klientem lub potencjalnym nabywcą.

Jeśli chodzi o inteligentny koszyk, który prezentowaliśmy na Targach, to prowadzimy rozmowy z partnerami z Europy Zachodniej w zakresie wprowadzenia go do zachodnich sieci. Myślę, że docelowo na kolejnych Targach pokażemy już kompleksowe rozwiązania płatności bezobsługowych w tym system kas samoobsługowych czy zarządzania informacją w sklepie.

Nie chcemy kopiować cudzych rozwiązań, których na rynku jest bardzo dużo, zawsze staramy się iść własną drogą i proponować nasze własne rozwiązania.

Moim marzeniem jest to, żeby wchodząc do marketu, gdzie jest 60 kas, wszystkie mogły być dostępne dla klientów w tym samym czasie. Dlatego też w naszych boksach kasowych wprowadziliśmy system dwufunkcyjny. Dzięki temu mogą one działać zarówno w trybie obsługi z kasjerem jak i samoobsługowym. Przechodzą one obecnie fazę testów polegającą na integracji z systemami informatycznymi klienta, funkcjonującymi w sklepach. Myślę, że w pierwszej połowie przyszłego roku trafią one do nabywców.

Jakie są obecnie najtrudniejsze wyzwania dla branży?

W ostatnich latach doszło do zawirowań na rynku surowców. Unia Europejska wprowadziła cła na import stali, ale nie zakazała sprowadzania gotowych wyrobów. Okazuje się, że obserwowane wzrosty cen surowców mają duży związek z bardzo silnym naciskiem rządu chińskiego na ochronę środowiska. W Chinach zamyka się z tego powodu tysiące fabryk i zauważyliśmy, że zaczyna brakować na rynku nie tylko surowców stalowych, ale wielu innych komponentów. Powoduje to nawet kilkudziesięcioprocentowe wzrosty cen co wszyscy już odczuwają. Kolejnym problemem jest dostępność surowców w czasie. Po prostu może okazać się, że nie ma z czego produkować. Dla producentów będzie to w najbliższym czasie największe wyzwanie. Będą musieli bardzo się starać, żeby zdobyć surowce w odpowiedniej cenie, ilości i czasie.

Jak widzi Pan firmę Mago za 5 lat?

Myślę, że w dalszym ciągu będziemy iść w zgodzie z obecnymi trendami. Widzę duże możliwości związane z naszą obecnością na rynkach zachodnich. Chcielibyśmy zbudować sobie kompetencję integratora, czyli firmy, która jest w stanie zrealizować całe zlecenie począwszy od projektu, poprzez wyposażenie opierające nie tylko na regałach, ale także na inteligentnych systemach obsługi po elementy wykończeniowe, jak chociażby oświetlenie. Mamy ku temu tak możliwości, jak i kompetencje i chcemy je wykorzystać.

Dziękuję za rozmowę.
Joanna Kowalska



tagi: Janusz Ciepliński, MAGO,


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