Hypermarkets in Spain

PROSPECTS

A focus on lifestyles

Offering grocery products is still a focal point for hypermarkets. 2018 saw a strong increase in the store area dedicated to groceries.

Improved shopping experience

E-commerce is growing in popularity in Spain. This is posing a challenge to bricks-and-mortar stores in terms of attracting customers, as they have to meet the demands of omnichannel shoppers with a new shopping experience that combines technological developments and online retailing.

The transformation of hypermarkets towards a new model

With proximity stores gaining popularity, hypermarkets are adapting to the new reality, and are transforming their business models to remain viable. Smaller sales areas, a new and more attractive assortment and shared space with specialist suppliers are some of the measures that companies are taking to revitalise the channel.

COMPETITIVE LANDSCAPE

Carrefour now has more than 200 outlets – thus maintaining its lead

With the acquisition of some Eroski outlets in 2017, Carrefour boosted its lead in hypermarkets in Spain, reaching more than 200 hypermarkets in 2018. During the recent transformation of its hypermarkets, Carrefour incorporated parapharmacy space, expanded its warehousing, introduced bio and health product areas and developed the concept Plaza Home, which is dedicated to home furnishings.

Auchan Retail España remodels its Alcampo hypermarkets

At the same time as opening new outlets, Auchan Retail España has undertaken an initiative to unify all its hypermarkets under the Alcampo brand. This decision followed the rebranding of Simply Market supermarkets under the Alcampo Supermercado brand, which started in 2017, to take advantage of the positioning of the brand.

The future of Hipercor

El Corte Inglés has already undertaken an initiative to reduce the sales area for non-food sections in Hipercor outlets, especially the bazaar and textiles areas. The company intends to gradually substitute all outlets with supermarkets under its own brand El Corte Inglés, and is currently studying the possibilities in terms of adapting the remaining excess space.

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