Retail markets in Belarus, Kazakhstan, Uzbekistan, and Azerbaijan differ significantly in structure, store density, merchandising discipline, and the role of store personnel. There is no universal solution. The effectiveness of merchandising directly depends on how accurately you allocate resources between your own team and training store staff. We have compiled key insights for each market to help you focus on what matters most.
Belarus
Focus categories: Snacks, confectionery, water, beer, baby food.
Formats: Modern stores, supermarkets, hypermarkets. Gas stations are not a priority.
Geography: Minsk, regional centers, and all cities with over 30,000 residents.
In hypermarkets, working with decision-makers (LPR) at the point of sale is critical. Your own merchandisers ensure planogram compliance, proper placement of impulse categories, and quick resolution of issues with store management.
In “neighborhood market” formats (Euroopt, Sosedi, Gippo), for categories such as sausages, meat, frozen products, cereals, and non-food items — with clear planograms and good distribution setup — well-trained store staff can handle merchandising effectively.
Kazakhstan
Focus categories: Snacks, confectionery, beer, baby food, branded dairy products, energy drinks.
Formats: Modern and traditional stores, supermarkets, hypermarkets.
Geography: Almaty and Astana (focus on major cities).
In hypermarkets, communication with decision-makers and control over shelf placement are critical — your own merchandising team is highly recommended.
In smaller chains and the Magnum network, for categories such as sausages, meat, frozen goods, cereals, and non-food — setting clear planograms and training store staff is usually sufficient.
Uzbekistan
Focus categories: Snacks, confectionery, baby food, energy drinks.
Formats: Modern stores, supermarkets.
Geography: Tashkent and large residential areas.
In modern supermarkets and neighborhood markets, for impulse categories and baby food where visibility and correct placement are essential, it is recommended to use your own or outsourced professional merchandisers.
In traditional retail and small shops, for categories such as cereals, bread, and canned goods, basic supervision and training of store sellers is usually enough.
Azerbaijan
Focus categories: International brands (visibility and respect from retail), snacks, confectionery, baby food, energy drinks, tobacco products.
Formats: Modern stores and supermarkets. Priority is expanding facings and communication with decision-makers.
Geography: Baku.
In central districts and residential areas, a dedicated team with high visit frequency is required. For remote locations or additional visits, a combined merchandising model through an agency works effectively.
In Azerbaijan, respect and loyalty from retail outlets directly depend on consistent presence. If control is weakened, OSA indicators and brand visibility will inevitably decline within a year.