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Auchan tests a new strategy

Auchan Retail reinforces its commercial strategy in its hypermarkets with a pilot initiative in France consisting of the installation of corners of other specialized retail stores, such as Electro Dépôt or Boulanger.

According to several French media, the group is negotiating the arrival of different non-food distribution companies belonging to the Association Familiale Mulliez (AFM), such as Decathlon, Kiabi and Norauto.

These tests will begin next October in two French hypermarkets, located in the towns of Beauvais, with a space of Boulanger, and Bagnolet, which will host an Electro Dépôt corner.

According to a union document to which the LSA publication has had access, these shop-in-shop concept tests will last approximately six months and, based on their results, could be extended to other establishments.

In this way, the tendency of the large group of hypermarkets to ally with other non-food retail brands to strengthen their offer, especially in consumer electronics and technology categories, advances. In this sense, Carrefour has already materialized several agreements, such as the one recently signed with Fnac Darty.

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