Mixed Retailers in Mexico

TRENDS

During 2013 and 2014, the Sam’s Club chain of warehouse clubs owned by Wal-Mart de México registered a poor performance, posting 1% current value growth in 2013 and marginally negative current value growth in 2014, despite the opening of 14 additional outlets in the chain during 2013 and a further three in 2014. This situation led Wal-Mart to identify supporting the Sam’s Club chain as a priority, which in turn resulted in changes to the retailer’s strategy, including a review of its product assortment and changes to its management structure, including a new division in charge of attracting and retaining club members. These efforts started to have a positive impact on sales for the retail chain during 2015 and, by the end of the year, Sam’s Club had achieved a new current value growth of 6% with the opening of just one more outlet over the course of the year. During 2016, the company continued to focus in increasing the profitability of its 160 Sam’s Club outlets, which took priority over the opening of new branches and Sam’s Club was thus able to post 7% current value growth in 2016 thanks to its strategy of offering a differentiated assortment of products at attractive prices, marking the chain out from the rival channel of hypermarkets and motivating consumers to renew their memberships as well as attracting new members to Sam’s Club.

COMPETITIVE LANDSCAPE

Coppel SA de CV led mixed retailers in 2016 with a value share of 25%. It is the clear leader in variety stores with its Coppel chain. Its outlets – with store designs that tend to be fairly basic and warehouse-style – target low-income and middle-income consumers. By selling low-priced products in warehouse-style, no-frills outlets, the company can meet the demands of the largest section of the Mexican population.

PROSPECTS

Mixed retailers is expected to register a value CAGR of 5% at constant 2016 prices over the forecast period to reach sales of MXN467.9 billion in 2021. The geographic expansion of key players such as Liverpool is set to be one of the factors driving the channel’s development during the forecast period, while the offer of credit facilities by the country’s leading mixed retailers, either through their own store cards or through co-branded credit cards, is also set to continue playing an important role in the development of the channel.

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