Auchan Poland grows omnichannel focus

Date : 30 November 2020

Amin Alkhatib

Senior Retail Analyst

As Auchan looks to gain market share and offset the challenges being faced by its hypermarkets in Poland, the retailer has signed an agreement with BP to add stores on its petrol forecourts, and has extended the reach of its arrangement with Glovo.

Auchan and BP to collaborate for Easy Auchan banner…

Auchan and BP have established a strategic partnership in Poland that will see Auchan open stores on BP’s petrol forecourts. The first store under the agreement will be opened in Warsaw and see the launch of a new banner, Easy Auchan. The companies said two more stores would open before the end of 2020. BP operated 575 petrol forecourts at the end of 2019, making it the second largest operator in Poland. The opportunity to add an Easy Auchan on a large number of these sites will provide Auchan with a strong pipeline in which to grow its presence in the country.

Easy Auchan stores will offer a range of 1,900 SKUs, of which 320 are private label, including grocery, home care, organic and vegan products. In future shoppers will be able to collect online orders at the Easy Auchan stores too. Easy Auchan stores will also be able to operate seven days a week, 24 hours a day, which will enable Auchan to get around the Sunday trading laws in Poland.

Auchan, BP agreement ‘significant’ for the retailer

Commenting on the new banner, Auchan Poland’s chief executive, Gerard Gallet, said: “The cooperation with BP is a significant moment in the development of our chain. The convenience segment is a growing sales channel in which we want to be present with our full offer. Auchan is a multichannel retailer – we operate hypermarkets and supermarkets, with the Moje Auchan format – local-neighbourhood stores and Auchan Direct in ecommerce channel. At the same time, we put a strong emphasis on omnichannel activities – combining various purchasing channels and customer experiences.

…As it expands its cooperation with Glovo…

After announcing the extension of its cooperation with Glovo to Poland in July 2020, Auchan has continued to make the service available from more stores in the country. The cooperation enables delivery from 55 Auchan stores, a mix of hypermarkets and supermarkets, throughout Poland. The service enables shoppers who live in 3km of a store that enables it to buy from a range of more than 1,700 SKUs and receive their purchases in an hour. Auchan said since its launch, shoppers have been increasing the size of the baskets they purchase, switching from impulse purchases to bigger shops.

…And supports restaurants in enabling home delivery too

To help raise the visibility of restaurants, especially those in the shopping centres operated by its sister company, who have been affected by the COVID-19 pandemic, Auchan has begun advertising restaurant brands on its web site. Customers can access the restaurants’ menu through the site and place orders for home delivery too.

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