2. Background of YKM
was established in 1950, in Sultanhamam, by Nuri Güven.
has been a pioneer of many innovations such as; first installment system, first store loyalty card, first online store.

3. Background of YKM Turkey’s first multi-storey shop
The first fabric and garment categories
The first franchising system
The first installment opportunity in food sales
The first Internet retailing system in Turkey
The widest multi-storey network in Turkey

4. Position of YKM in Industry
There are 58 stores in 33 cities of Turkey with about 4000 employees.
Over 1000 suppliers.
About 2 million loyal customers.
Yearly about 35 million customer visits.

5. Position of YKM in Industry
Annual turnover target for the end of 2010: million TL
Annual turnover for 2009: 407 million TL
20% growth for the end of 2010.

6. Target Customer
Only lifestyles are affecting people’s clothing, not age or income.
In YKM, it is possible to find any of those lifestyle-products: traditional, modern, romantic, classic, fashion etc.
Everybody who wants to shop.

7. Strategies

8. Location Strategy YKM is generally located in business districts.
The goal of spreading in every cities in Turkey.
The goal of spreading other markets in other countries.

9. Pricing Strategy Discounts only for loyal customer cards
Cards allow customers to earn points according to the product that are bought with them.

10. Variety Strategy
There are about 1100 brands in YKM.

11. Communication Strategy
Customers who are in a demographic structure which represents the whole YKM and who have different shopping habits are brought together and they make reviews.
The meetings are done in a relaxed atmosphere like chatting together and happen 2 times a year.

12. Store Atmospherics

13. Store Atmospherics Relaxing musics are played in store.
Some announcements are done about promotions for customers while shopping.
Employees are smiling and deal with customers.
Related products are designed in same areas and this causes cross selling.

14. Competition YKM Boyner 58 stores in 33 cities
407 million TL annual turnover at the end of 2009
Unlike Boyner, they have their own shopping malls
Boyner
56 stores in 23 cities
482 million TL annual turnover at the end of 2009
Generally located in shopping malls

15. YKM : presents a lot of brands to customers.
has an atmosphere which is not boring while shopping.
has serious discounts despite not selling to prices under the market value.

16. Thank You For Listening Us
Efe DIKMEN
M.Türker ATILGAN