BELGIUM: GB'S NEW HYPER-SUPERMARKET CONCEPT
Article Abstract:
In Belgium, GB, a subsidiary of GIB, is testing its new hypermarket-supermarket concept. Two stores, the Maxi GB hypermarket at Kraainem and the Super GB at Rixensart, have been brought up to the new standards. The renovation of the Maxi GB store at Kraainem, which was carried out in collaboration with marketing teams from Promodes, involves several main principles: more choice with an additional 6,000 products, particularly, non food; purchasing comfort, and aggressive pricing, which is 5% to 10% lower for groceries. Events are stressed in this new concept. Following the BFr 150mn renovation, this hypermarket made a weekly turnover of BFr 45mn, up 20%. The new supermarket concept inaugurated at Rixensart focuses on all 'convenience' aspects (ready to eat or to heat, easy to grasp, easy to buy, unitary packaging, and consumer information everywhere. Like the Maxi GB store at Kraainem, the store at Rixensart favours category management. Since it was converted the Super GB store at Rixensart has posted a 30% rise in turnover. The renovation of GB supermarkets and hypermarkets is expected to enable this branch of the GIB group to stop the deterioration of its market share, which is now holding steady at about 34%.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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FRANCE: TOWARDS CLEAR, UNDERSTANDABLE SHELVES
Article Abstract:
According to GIRA, the on-shelf mix is a technique which makes the shelves clear and understandable for consumers. It suggests organising shelves according to a segmentation based on the situation or function of consumption. GIRA it distinguishes two major segments: 'community' products (products to be shared, to be consumed in the family), and 'solitary' products. Each of these segments is divided into two sub-segments: 'neutral' products (without an emotional connotation), and 'hedonistic' products (which have more of an emotional component). GIRA suggests curved shelves which would favour the overall vision of the selection and to separated and clearly present each segment and sub-segment, using special signs.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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FRANCE: LECLERC'S NEW BRAND
Article Abstract:
Leclerc, the French hypermarket retail chain, has launched Eco +, a new brand which is to gradually include all of Leclerc's lowest-priced products. Eco + is to include 650 products in the coming months, compared with 354 at present. According to an internal survey, the Eco + logo appears to appeal to consumers.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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