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Globes | by: Ilanit Hayot | 21/12/15

Electra launches ecommerce website for Machshanei Hashmal chain 

First step in the plan to launch websites for the ACE, Shekem Electric and Auto Depot chains.* CEO Zeev Kalimi: "Rent is destroying the chains in an insane manner" 

Electra Consumer Products is launching an ecommerce website for Machshanei Hashmal chain. Electra expects that online sales will comprise 3% of chain sales in the first year (sale of NIS 30-40 million per year), with the goal of achieving 15% online sales from annual sales turnover by 2019. 

Electra hired Eli Finish as presenter, and will invest approximately NIS 3.5 million in a month and a half campaign that will accompany the move. 

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