Auchan embeds phygital strategy

Date : 22 November 2017

As Auchan relaunches its app in France and collaborates with an online retailer in Senegal, we review developments from the retailer as it embeds its one brand, phygital strategy globally.

Auchan rolls out digital initiatives in France…

As part of its phygital strategy, the retailer has relaunched its MyAuchan app, adding services as part of its aim to support shoppers. The new app will incorporate the Lyf Pay digital payments system, the health coaching service, #LaVieEnBleu (‘The Life in Blue’), enable shoppers to create digital shopping lists, check availability at stores and use digital versions of its loyalty programme and coupons.

Separately, Auchan has launched a 3D toy catalogue that uses augmented reality to show shoppers what the products look like. Shoppers must download an app before using their smartphones to see the 3D animated products.

…Collaborates with Afrimarket in Senegal

As the retailer continues to expand in Senegal, it has signed a partnership agreement with Afrimarket that will see it become the exclusive grocery provider for the ecommerce site. Auchan said Afrimarket enables shoppers across Cote d’Ivoire, Cameroon, Mali and Senegal to receive products from across categories like grocery, electronics, health and beauty and baby, from people working abroad.

Guarantees fair farm income in France

In its home market the retailer has signed an agreement that it says will provide its suppliers with ‘an equitable distribution of value’. Auchan called out the agri-food sector as one that will benefit from the new agreement, with it taking into account the impact of fluctuating input costs.

MyAuchan expands in Romania…

In partnership with OMV Petrom, Auchan has opened a further two MyAuchan stores in Bucharest. Together the companies operate six MyAuchan stores, with nine more planned to be opened before the end of 2017. The two stores stock more than 2,000 SKUs across a broad range of categories and will be open 24 hours a day, seven days a week.

…As rebranding process begins in Poland

Auchan has opened its first Auchan branded supermarket in Poland, marking the beginning of the process to unify its stores under one brand in the country. The 1,800 sq. m store on the edge of Warsaw provides more than 12,000 SKUs and has seen a ‘bistro corner’ added as part of the updating. Auchan spotlighted the addition of an external Drive at the store, as part of a Coolomat-driven solution, that will enable shoppers to order online and collect orders from the store.

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