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there a chance of survival against the supermarkets which is locate in downtown? How to store positioning


Le modèle du petit épicier is back from hell

Depuis le début des années 1990 et jusqu'en 2008, local trade in food has constantly reduce the number of establishments (see graph below cons) while the consumption of products they offer increased: it was the rise of supermarkets and hypermarkets (GMS).















But in 2009, while for the first time in 30 years the turnover of the GMS is in decline, returns to the front near the stage: while the CA hypermarkets down in 2009 by 6.3% and 1.7% super, the CA signs of Nearby progresses, he, of 1.6%.

Thus, according to the study Shopper 2009 (Simm - TNS), nearly 80% of French consumers surveyed say they will do their shopping close to home in 2009 against 66% in 2002. Consumers continue to attend their hyper but 2 times a month rather than once a week old.

The client is looking so unless you move but also to create a friendly relationship with its new shopping district for goods much cheaper than traditional power supplies general but nevertheless agrees to pay 10% more on average than in hypermarkets.

But retailers in search of the vicinity should be based on new concepts

Because to succeed in the ultra-close, retail meets a new target urban fashion life faster (requiring wider opening hours, increasing the gain in time ...) and eating habits changing. Here is a brief overview is not exhaustive:

1. The clout of large retailers in downtown

Groupe Casino:
- Monop ': Launched in 2005, the company offers a focused mainly on fresh produce, groceries and deli classic, and most of the beauty and skin care, crafts and stationery.

- Franprix Market launches new concept in late 2008: a clean environment with plasma rather as posters, radii larger than average, more and more private label frozen. Objective: from 800 stores today to 1,000 in 2012!

- Leader Price has seen his image in 2010 and launched its new concept more attractive visuals, focusing on price and promotions, more fresh produce and organic products. Objective: from 600 stores today to 1,000 in 2014!

Carrefour:

- Carrefour market: launched in 2009 to replace the Champion stores, Carrefour market offers a more diversified and new departments such as culinary arts, fashion and the beauty, culture and recreation ... And nearly 20% of private label products.

- Dia: successful launch of the Dia stores ("hard discount stores soft discount") in France in 2009 - focus on price but with more user-friendly environment, more fruits and vegetables , a new deli, snacking ... Objective: to continue the transformation of Ed Dia stores (950 stores)

Auchan

- Simply Market: Established in 2005, but new concept launched in 2009 (processing Atac stores): supermarket Urban focusing on a reduced range and a discount on the permanent label (no promotions: low prices all year)

- Auchan Groumand : First brand launched in Marseille in 2009 by LSA favors purchases pleasure, with priority to fresh produce, hygiene, health and beauty and art of the table decoration. Positioning medium-high range.

2. New concepts of urban stores: distribution and restoration

With the growth of fast food which is no longer necessarily associated with junk food, amount of players are positioned on the market snacking quality urban: Exki, Day, Bert's, Lina's, Cojean ...

And before such an opportunity, retail, who has both food and strength typing needed to enter this fast growing market:

- Dailymonop ': Launched in 2005, these stores are open 6 days a week 7 until midnight, and offer is based primarily on the restoration fast (sandwiches, salads, desserts, fruits, drinks) with an area of consumption

- Carrefour City : Launched in 2009, focuses on quality and freshness with a large supply of fruits, vegetables, breads and pastries; products and urban nomads as snacks, treats or ur world products and organic products . Following the example of Dailymonop 'Carrefour City offers its brands in a lounge area where customers can come and eat his sandwich caterer or its product. Objective: To continue the transformation of Carrefour City Shop (400 in 2010) and develop the Carrefour Contact at the entrance or in the heart of small towns

- Chez Jean (joint venture casino and Relay): launched in 2009, this convenience store offers a range of snacks (sandwiches, salads, pastries, desserts ...), grocery shopping for troubleshooting (650 references) and services (bread, newspapers, internet ...) Note that the comment about Bernard Buono, Director General at BETC Euro RSCG: "[...] One could almost speak of psychological proximity, both handwritten typography gives the impression that the grocer named Jean and he wrote by hand on the place its advertising sales. The brands need to capture this close targets moving away hypermarkets. "


Other concepts are quite similar to Carrefour City were launched, but I do not go into here (enough readers have already clicked the little X in the upper right), I think especially to U Express intermarché Express.

my grocer So how will he be different?

I have partially answered the question by referring new players in the snack quality (type Exki, Bert's, etc ...), which may offer, in addition to catering, sales of fresh food. It certainly beginning of a response to the distribution targeted at urban high purchasing power but not a real alternative to a convenience store downtown.

So, to answer this question, I put my e-pen (NDB: I have indeed enough m'électrocuter fingers every time I dip my pen in my e-ink e) and you book directly the views of key stakeholders, the National Association of Convenience (yes, really: http://www.fnde.com/ ):

"Faced with competition from large distribution, retailing can keep downtown or in rural areas provided they offer additional services and flexible hours or extended.

To distinguish itself from its competitors, the designer can offer a wide range of services: Photocopying, appropriate schedules, sales of non-food, grill, selling fresh produce, relay station, etc. .

Vendors may specialize in selling fruit and vegetables (profitable for a geek).

must in any case the maximum target products based on customer preference welcome: smile services, contacts, product quality
... But also know how to play the card associations of traders.

To stand out, one must be attentive to its customers and explore their environment. "

To conclude, I would cite Pierrot Da Costa, Orchard retailer (Cours des Halles in Paris) and Vice-President The network Fruitier, which declares on the website of the Rungis market:

"We can not fight against the supermarkets on price but on quality and breadth of our product range. I'm 42 years old and I 'I started in business 12 years. I have confidence in the future of local shops because there will always be challenging for retailers to find the right products and people demanding to eat .... "


Sources: Linear
magazine in January 2010
Study Simm TNS Media Intelligence "Shopper 2009"
Study "The market for fast food: new concepts," Xerfi
http://www.mediaslibres June 2009. com/tribune/post/2010/02/18/Grande-distribution-et-proximite
http://www.challenges.fr/actualites/entreprises/20090529.CHA4148/carrefour_relooke_ed_en_dia.html
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