minimal decor, low costs and a little bit of a “bazaar” | EUROtoday

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Carrefour opens its first Brazilian discount store Atacadao in France, in Aulnay-Sous-Bois (Seine-Saint-Denis), on June 20, 2024.

At 10 a.m., Thursday June 20, there are nonetheless no crowds within the aisles of the primary newly inaugurated Atacadao in France. A couple of minutes earlier, Alexandre Bompard, CEO of the Carrefour group, and Bruno Beschizza, mayor (Les Républicains) of Aulnay-sous-Bois (Seine-Saint-Denis), minimize the tricolor ribbon, surrounded by just a few retailer workers.

Presented as a “anti-crisis shield” which might give again to the inhabitants of Seine-Saint-Denis their buying energy, the model is predicated on a mannequin of money & carry (sale at wholesale costs), hardly ever seen in France in response to sector consultants.

Acquired in 2007 by Carrefour, Atacadao is a sequence of hard-discount shops geared toward professionals and people with a slim vary of merchandise (half as many references as in a standard grocery store). The costs, lowering, lower with the amount bought. The idea originates from Brazil and has already been deployed in Morocco, two areas through which the subsidiary is recording sustained development.

Without intermediaries

Mr. Bompard's promise: provides of “10% to 15% cheaper than the market price ». On the shelves, customers are not unanimous. Denis (the people quoted whose names do not appear wished to remain anonymous), 56 years old, studies the Korean products section. He has already worked in mass retail and knows the prices of his favorite items by heart. Assures him that in the old Carrefour store, “private brand rice noodles were 1.09 euros”. “Now it’s 1.13 euros for precisely the identical packaging. »

Like him, there are numerous of them, cell telephones in hand, evaluating costs to these of competing manufacturers. But for Richard, an 85-year-old retiree who lives within the neighboring municipality of Blanc-Mesnil (Seine-Saint-Denis), there is no such thing as a doubt, the costs haven’t ” nothing to see with those of the Carrefour » who was standing there previously. He shows the twenty peaches in his cart that he got for 86 cents, but that he would have ” simply “ paid 3 euros elsewhere.

Read additionally | Carrefour buys Brazilian Atacadao for 825 million euros

To provide these aggressive costs, Atacadao makes use of a number of methods. On the one hand, suppliers ship on to the shop with out going by intermediate warehouses. On the opposite hand, the model watches for good offers on the markets and makes large purchases, permitting costs to be negotiated with suppliers. Finally, Atacadao avoids spending on communication and retailer structure. Except on just a few buses, nearly no promoting, even in Aulnay-sous-Bois.

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