The health crisis has shown how the hypermarket model is exhausted. Several large-scale retailers have started their pivot, but Auchan has fallen behind. The group wants to implement a new concept.
Auchan achieves the bulk of its sales in areas of more than 2,500 square meters. But this hypermarket model did not wait for the pandemic to be in crisis: consumers have shunned these very large surfaces for several years now, in favor of convenience stores. And with the epidemic, new models have proven to be very relevant, such as the drive or even home delivery. ” We were the victim of our exposure to the hypermarket, it is 75% of our turnover that is made in hypermarkets in France “, Admits Edgar Bonte, the CEO of Auchan, in front of the cameras of BFM TV.
Loss of attractiveness
The manager also agrees that the brand has lost its attractiveness during this period. Of course, online sales have partially offset the drop in visits to hypermarkets. But Edgar Bonte wants to take advantage of the opportunity to transform these supermarkets into “marketplaces” : this fashionable term, resulting from online shopping platforms, means that Auchan wants to open the doors of its stores to producers and farmers, ” with corners », He illustrates. This is already the case at Boulanger and Décathlon, two of the group’s brands.
The hypermarket can also be converted into points of contact, with lockers to collect orders; it can also become a logistics platform for home deliveries. ” On proximity, we were late, we want to get ahead, by offering the offer of hyper in proximity », Details the CEO. Auchan will be able to draw inspiration from the model implemented in China, where the group’s hypermarkets are already used for order preparation.