MOSCOW, May 10 (PRIME) -- Auchan Retail Russia, a local unit of French retailer Auchan, plans to renew its stores in the country and expand the range of goods, CEO Francois Remy said in an interview with business daily Vedomosti released on Thursday.
“I think that expectations of Russian clients changed much over the last two to three years. This required us to change the commercial model. In late 2017, our team developed a plan of commercial model transformation and started its implementation. The key issue is to relaunch formats,” Remy said.
Auchan has four formats of stores in Russia: hypermarkets, superstores, supermarkets, and neighborhood stores. The new format is being tested in three stores, while the renewed superstore Auchan City Kapitoliy will open in May.
The stores’ design, equipment, and range of products has changed, Remy said. “So far, Auchan in Russia has positioned itself mainly as a discounter with a special emphasis on cheap goods – we call them goods of the first third of assortment. Now the task is to give clients a more complete offer, especially in the second and third thirds of assortment, or in the medium and premium segments,” Remy said.
At the same time, Auchan plans to strengthen its image as a discounter. “But instead of being a discounter of cheap goods, we will be a discounter in the entire line. So, even if it is a premium item, we should have it cheaper,” he said.
Moreover, Auchan will develop its own brand, Remy added.
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