The merger of two large retail chains — M.Video and Eldorado — required a complete transformation of
management processes. The management faced the task of uniting most of the back-office (internal)
processes, while preserving the independence and competition of the front-end (visible to the buyer). A
unique approach to the market was implemented: one company - one business model - two brands. Both
networks retain competing retail both online and offline, gaining access to a wider customer audience
and the synergistic effect of centralizing the back-office functions (logistics, commerce, finance, HR).
In February 2019, the two operating companies of the group of LLC MVM and LLC Eldorado legally merged
and switched to a single enterprise resource planning system based on SAP. In terms of back-office
processes, Eldorado has completely switched to the business model adopted in M.Video. The processes of
M.Video were adapted for the management of two brands.
The business case of the merger of the two companies was based on a reduction in operating costs, an
increase in revenue and profitability.
Upon completion of transformation, one legal entity manages two independent brands (M.Video, Eldorado),
each brand has independent front-end solutions which are based on their own IT solutions: websites,
trading systems, including a mobile application for employees m_RTD and CRM systems. Each brand also has
its own marketing strategy and assortment. Both brands are supported by combined back-office functions
such as logistics, commerce, finance, human resources, which are based on a common IT system created on
the basis of the M.Video platform.