Casino continues to innovate in proximity and online

Date : 20 January 2021

Jon Wright

Head of Insight - RA EMEA

France-based Casino is sustaining its pace of innovation, both in-store and online. With COVID-19 changing shoppers’ behaviours the retailer has launched a new banner, #Home, and is evolving its online offer.

Casino adds #Home to its range of banners…

Continuing its trialling of new banners and concepts, local trade publication LSA has launched a new banner, #Home, with the opening of its first store in Paris. The 170 sq. m store will carry about 1,000 SKUs across six categories, including homeware, smartphones, decorating products, cosmetics, and small sport accessories. The range will have sustainability as a key aim, with brands stocked due to their approach to responsible manufacturing. The store will also stock products from three start-ups, with these changing ever three months and aim to support local small and medium sized, innovative manufacturers. The retailer said the banner is a reaction to the COVID-19 pandemic as peoples’ houses have become the centre of their lives, becoming the place they both live and work.

…As it also adds #toutprès to its proximity banner portfolio

Separately, before Christmas, Casino launched another trial, for the Casino #toutprès banner. The 199 sq. m store provides a wide range targeted at shoppers on the go and those looking for snacking options. The store offers a range of products that are prepared on site, including hot and cold sandwiches, bagels, burgers, salads, toasted sandwiches, salty croissants, and wraps, amongst others. The range also includes products that can be reheated, such as quiches, pies, and pizza, amongst others, while the shopper waits. Given the focus on food-to-go, the store has a dine-in area, which is presently closed due to COVID-19 restrictions.

While the store concentrates on grab and go products, it also stocks a range of food products to meet shoppers’ top-up missions. The store carries a range of 2,350 SKUs, with private labels dominating, and organic accounting for a large share, especially in key categories like fruits, vegetables and bakery.

Casino aims to compete more on price through its online store

LSA has also reported that Casino wants to provide a single, lower price across its ecommerce stores nationwide as it looks to compete more forcefully by providing value. The retailer can invest in prices due to its investments it has made in logistics and other areas of its supply chain. The step means shoppers will access one, unified ecommerce site for its hypermarkets and supermarkets,, and will pay the same price wherever they are in the country.

At the same time, the retailer is expanding the number of places and ways they can collect their orders from, including Drives, in-store collection points and for home delivery. The only difference is for shoppers in Paris and its surrounding region, who will pay an additional tariff. Casino will invest in prices, positioning them as the lowest in the channel. To spotlight this to shoppers, the retailer has said it will be advertising its new, low-price position and how it is now the cheapest locally.