Auchan expands initiatives in France and Poland

Date : 12 November 2020

Jon Wright

Head of Insight - RA EMEA

As Auchan rolls out shop-in-shops at its hypermarkets in France and looks to grow share in Poland, we round up news from the retailer.

Auchan opens Decathlon shop-in-shop in hypermarket in France…

Following the addition of a small part of Decathlon’s range in five hypermarkets, Auchan has added a Decathlon shop-in-shop in its hypermarket in Saint-Jean de la Ruelle, as it looks to repurpose space and improve profitability of its largest stores. Decathlon has taken 360 sq. m of space, which is positioned near the store’s entrance and near the apparel department, in the hypermarket and will be staffed by Decathlon employees. Products from 48 sports are offered in the area.

As it is operated by Decathlon, shoppers will be able to order from the retailer’s web site from the area as well as collect orders they have made online through The area will also provide customers with access to a workshop, where Decathlon products can be repaired. Shoppers, though, will have to pay for Decathlon products in the shop-in-shop and will not be able to buy them along with their other Auchan purchases.

…As Boulanger opens second shop-in-shop

Separately, Boulanger, the electronics specialist, added a shop in shop in Auchan’s hypermarket in Amiens. The opening of the second corner means Auchan is operating three shop-in-shop trials in hypermarkets: Boulanger, for electronics, Decathlon, sports equipment, and Cultura, for books, music, and films. Boulanger has also added a presence on Auchan’s marketplace, supporting the latter’s phygital strategy.

For subscribers wanting to look in-depth at how the hypermarket channel will perform globally, see our insight presentation: Hypermarkets by numbers 2019 – 2022.

Auchan Poland joins Polish Plastic Pact…

Auchan Poland has joined the Polish Plastic Pact, which sees it join other companies as they aim to build a circular economy in the country. Auchan said plastic reduction is a key area of focus as part of its 2022 strategy, especially in relation to its private label ranges. Auchan is aiming to have 100% of its private label products’ packaging to use reusable, recyclable or biodegradable or compostable plastic.

…As it embeds initiatives to grow market share

As reported by local trade publication Wiadomosci Handlowe, Auchan Poland’s marketing director, Damien de Maisonneuve, has discussed how the retailer is aiming to grow share in the highly competitive market. In the short term this will see the retailer focus on its seasonal offer, promoting the strength of its private label ranges and by taking a sensible approach to promotions.

In relation to its private labels, de Maisonneuve noted the positive effect investment in the ranges had already had. Its private labels have enabled Auchan to provide everyday products, across a range of categories and flavours at a variety of prices, which has helped it meet diverse shopper needs. This has led to volume and value growth for its private labels, as more shoppers put the products in their baskets.

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