The Transition from Product Selling to Solution Selling in Non-food Retail

The aim of presented master's dissertation was the theoretical and practical proof of the transition model from selling products to selling solutions and development of ready-made solutions prototypes. The practical study was done by analyzing of the Russian company «Aquanet», specialized in bathroom products retail. The object of the analysis was the offer of consumer value by the «Aquanet» company, which reflects all the processes currently taking place on the Russian market of non-food goods. The literature, publications and other material about transition from products selling to solutions selling were analyzed in the theoretical part of the work. The research of literature showed that the solutions which include product, service and knowledge, have the highest value for clients. In confirmation of theoretical materials, specific cases of the transition from selling products to selling solutions of successful foreign companies were presented. Analysis of the Russian experience in selling solutions led to the conclusion that among domestic retailers of non-food products selling solutions is a relatively new phenomenon. The model of transition from selling products to selling solutions is still being formed on the Russian market and there are few examples of implemented projects. In the practical part of the dissertation, the characteristic features of the product sales model and the sales solution model were identified, a transition study methodology was formed, and, moreover, the consumer value of the «Aquanet» company offer in the B2C segment was studied. Qualitative and quantitative studies helped to develop prototypes of ready-made solutions based on factors of consumer value and customers` costs of «Aquanet». For the transition from the model of selling products to selling ready-made solutions, recommendations were developed both as a general plan and separately for each prototype of ready-made solutions.