And service portfolio are assets of the hypermarket

Before the promotional appeal of cash and carry for the most basic products, investment in living areas, specific wings for the clothing trade in supermarkets and the location close to the supermarket formats become assets for win more customers. According to a study obtained exclusively by the DCI and conducted by market intelligence company CVA Solutions, factors such as quality service, variety of products on the shelves and business areas, proximity and convenience store are crucial to 72.4% of consumers in deciding to appear to the networks. "One of the advantages of the formats of supermarkets is that, compared to the atacarejo, there are more frequently by consumers during the week and high possibility of return," said the Managing Director of CVA Solutions, Sandro Cimatti. According to him, both supermarkets as, especially, the hypermarkets have the potential to broaden the assortment of products in addition to the food sector. "The hypermarket is located halfway between the supermarket and the atacarejo. Usually have more than 50000 SKUs, ranging from food to clothing, footwear products and some electronics. In addition, there are spaces for the provision of services such as environments for cafes and even gas stations in some business, "said Cimatti. According to the study of the CVA, to 33.3% of consumers surveyed, the range of products within the business appears as the main element to determine the trip to the store. One of the examples of supermarkets that uses the "vague" in the business for the provision of services is the network Covabra Supermarkets. "Currently, we have 16 units of which two stores with restaurant and the other services ranging from banks, perfumeries, lottery, key chains, bookstores and newsstands," said the Director of the Covabra network, Ronald Dean. According to the Executive, these other wards implemented within the area of supermarkets – which are controlled by third parties – have a supplementary character for sale of food. "In fact, these spaces can serve as attractive to customers consume inside the store. The trend is that these businesses contribute to sales, "he said, noting that despite the implementation of these alternatives depend on wings of the availability of space, there's always the use of extra areas. In line with the view that such initiatives are wielders "complementary" role within the networks, the Managing Director of GS market consultancy & Consult, Alexander van Beeck, pointed to the fact that the players in this segment are in seeking to redefine the role of the business. "As far as supermarkets hypermarkets have suffered much with changing consumer habits of customers," said van Beeck. Thus, the expert indicates that one of the threads that may contribute to food retail operations is just the foodservice. "I see a movement of various networks around the world developing the important offering to foodservice customers, both in offering prepared foods on the counter of the business as well as areas with a focus on preparation of sushi," he said. In Brazil, he points the Pão de Açúcar and Carrefour as examples of networks that invest in this type of action. "Today, if the industry is not moving in this direction, will slowly lose relevance. One of the ways is the great added value to the provision of services, "he added. Textil area As conveyed in article published by DCI, last month, the network of hypermarkets Extra – controlled by GPA Group – is another example of a diversified business portfolio retailer. From the renegotiation with 40% of the suppliers, the network intends to raise in 15% the volume of its sales by the end of 2018 with the implementation of a wing devoted exclusively to items of clothing.