Auchan gives impetus to its supermarkets
Undisputed king of big hypermarkets, Auchan is still not satisfied with its supermarkets in France. The revival began in 2009 has not had the desired results. That year, Atac supermarkets had moulted within a few months in Simply Market, a concept "midway between discount stores and supermarkets," considered at the time as one of the most innovative.
Like the hard discounters Aldi and Lidl, the sign promised to offer low prices permanently, without promotion, building on the savings from reducing the number of references. The investment of 100 million was the largest ever made by the supermarket industry. But in the first month the Simply Market are struggling to approach two goals: increase revenue by 5% to 10% and volume growth of 10% to 15%.
"We started to rework the concept in April 2010, adding between 400 and 500 references, including national brands and premium stores in 21 tests. The results were improved immediately, Hamet recognizes Gilbert, chief operating officer of the Ile-de-France Sud, which inaugurated Tuesday in Saclay, near Paris, a concept more upscale, radically different from the original. We had to go even further. The Market Simply type, like Saclay, has 14,000 references, 4,000 or more than three years ago. "
This description applies only to the Simply Market in category "food supermarket of attraction." As Auchan is also reneged on its uniform concept, which was not sticking to park Atac, very heterogeneous. Supermarkets, which vary from 500 to 3,000 m2, now have no fewer than five different vocations, the store "ultraproximité" located at the foot of the buildings in the downtown "store of great attraction" in rural areas, compared to small hypermarkets.
60 stores will be revamped this year
"All the Simply Market are committed to being the cheapest way to store their catchment area, Gilbert said Hamet. Our price image has suffered from the gradual introduction of national brands. We lower our prices again and communicate about it in May. We insist particularly on the products in less than a dollar, supplemented by our own list of 52 products permanently low prices, including for example the croissants and steaks. "
Simply Market also relies on promotions, which were reintroduced: an article in ten is now sold at a discount. It is still two times less than the average recorded in supermarkets, but it's the level of promotion in Monoprix.
By the end of the year, sixty Simply Market will be revamped in France. They are especially enlarged to accommodate more products. Auchan seeks a return on investment in 5 years instead of 7. Gives an important family group, which has invested heavily in 2009 and wants to finally find the right formula for its supermarkets. Despite these tentative beginnings, the group is still growing 12% a year for this industry, which must have 3,000 stores worldwide, including 1,000 built in 2015.
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