It is 9am, Tuesday, May 28, the first customers advance in the middle of a guard of honor formed by the employees of the new point of sale created by Auchan in Luxembourg. A laboratory of 12,000 m² in which the sign tests a multitude of audacious parties.
A look at the hydroponic greenhouses located near the fruits and vegetables where are grown aromatic herbs sold on the spot, another on the offer of mostly organic breads of the bakery, and the shoppers continue their visit, ranging from discovery to discovery. It must be said that the band hit hard to design this hyper “new generation”. “The goal was to disrupt the model of the classic mass distribution.
Among the most salient points of the concept, undoubtedly figures the place reserved for food trades, which devote more than 100 employees to the 477 on which the store is based. The on-site catering offer is impressive with a brewery located in the heart of the sales area. Which can accommodate 90 people served at the table. Called “The counters of taste”, a food court of 1000 m² located in the mall opposite the store completes the device with 220 seats.
By relying on all these initiatives, Auchan hopes to attract “2.6 million customers in year three,” says Frédéric Vital, the leader (that is to say the director) of Auchan Cloche-d’Or. Which aims “a turnover of 131 million euros, of which 9 million euros carried by the activity restautation”.