Commerce is a business area where both company's image and reputation play particularly an important role. That is why the use of modern PR-technologies in moving trade companies is indispensable - in fact in such a competitive environment it is not easy to win customers by merely implementing only some classic marketing tools.

Thus market players of retail, wholesale and e-commerce sectors often apply to the experienced PR-agencies for innovative solutions to promote their companies. For example, Publicity Creating, the Company of strategic communications, has a vast and impressive experience in the realization of complex PR programs implemented for various enterprises in the commerce sphere.

The PR-practices carried out by Publicity Creating in the above mentioned industry are quite diverse: starting from the projects for the food retailing chains, well-known supermarket chains as "Velyka Kyshenia" and "EKO-market" and ending up with complex PR-programs for the companies engaged into the e-commerce catalogs sales.

Since October 2011 up to December 2012 Publicity Creating carried out complex PR-promotion of "EKO-market" network which included a wide range of activities. In particular, Publicity Creating acted as a press center of the retailer, which resulted in the writing and dissemination in the media of more than 100 press materials (articles, notes, news, analytical materials) which afterwards generated more than 4,000 publications in the print and Internet mass media.

As a result the "EKO-market" network had been constantly in the top 3 of the citation rating among the grocery retailers since spring 2012 and since summer it had been leading this rating on the regular basis.

In addition, in the framework of Digital-PR-project the corporate sites in Facebook, VKontakte, Twitter and YouTube, as well as corporate blog in LiveJournal had been maintaining for “EKO-market” network.

It was also organized two press events: a press conference dedicated to the results of the "EKO-market for schools" project and a press lunch upon the results of the contest for journalists "From the Life of supermarkets".  This competition for best article on the “retail” subject was initiated by Publicity Creating, and the idea was supported by the client. The contest gathered 57 works and immensely contributed to the strengthened loyalty of the mass media representatives to the "EKO-market" network.

Commenting on the partnership with Publicity Creating, the head of PR-department of "EKO-market" network, Anna Polisuchenko, said: "The Agency has supported us in all important issues regarding PR communications. The proactive stance of the agency, joint efforts and mutual understanding helped us to work systematically and purposefully.  Jointly we have introduced new forms and tools of promotion. During the cooperation with Publicity Creating the latter proved itself as a reliable partner, all works were carried out promptly and efficiently".

Among the other Publicity Creating big-name customers related to the e-commerce sphere, the supermarket chain "Eldorado", for which in summer 2011 it was organized a PR-support of the co-branded card issued mutually with the Visa and Alpha Bank, is worth mentioning.  

Anton Vasilevsky, Marketing Director of "Eldorado" network, noted in his recommendation: "During  our cooperation it was carried out a comprehensive PR-support of a joint project on the co-branded card promotion. In particular, the articles and releases were prepared, a press conference held jointly with Eldorado, Alpha Bank and VISA companies was arranged, after which more than 110 publications in the media, including TV, print media, information agencies were gained. The event was widely covered in social networks and blogs, which allowed us to convey the information on a new product to over 6,900 people".

Earlier in 2006-2007, Publicity Creating implemented a complex PR-promotion of "Monarch” shoe store chain, with the goal to reinforce a positive image of TM.  In the frameworks of the project it was held two large-scale presentations of new shoe collections of TM "Monarch" (spring-summer and fall-winter), a series of press events as well as a competition for journalists. As a result of such activities, in particular, a pool of more than 30 journalists loyal to the TM from business, entertaining and popular mass media as well as fashion-orientated magazines, was created. The brand image was significantly strengthened, supplemented with the important features and such associations as the "fashionable" and "quality."

"In the course of cooperation Publicity Creating has proved itself as a reliable and responsible partner. All activities were carried out quickly and at a high level,"- commented the deputy of General Director of "Palmira Ruta "(shoe store chain " Monarch ") of marketing and advertising department, Diana Podkurgannaya.

In addition to the above mentioned operators of the retail market, the company has carried out PR-support for many other trading companies. Among them it is worth mentioning, in particular, consumer electronics retail chain, «VICOTEC»,  Czech kitchen furniture store chain, KORYNA, supermarket "Tsyfrovoj Mir” (Digital World) an specialized salon-shop DKT.

The interest of companies represented commerce business area to the PR-outsourcing has been gradually increasing. Publicity Creating experts foreshadow that in the nearest future not only major retailers will apply for the complex PR programs but also the commercial and entertainment shopping malls. After all, the use of PR is a great chance to bring into force other effective methods in the competitive battle, which is quite acute in the trade domain.