In September 2011, several people went to London to study British retail. Alena Nesiforova recalls, "We could not afford a dedicated retail tour to study other companies. Instead, we visited Tesco, Waitrose, and Asda stores like regular shoppers. We came at six in the morning to watch how employees unloaded goods, how they worked the cash registers, and how they served customers. We noted what we liked, and, in the evenings, we discussed how we could replicate this back home."