Bricomarché’s with slimmer concept

Then within three years Bricomarché’s entire network of outlets (currently 416 stores in France) should be changed over to the new concept. This spring will see the completion of 20 outlets, and 70 by the end of the year. The goal is ambitious, but the company has now adjusted the new concept, which was originally applied to outlets of 2 300 m² (1 900 to 3 000 m²), to formats of 1 500 m². Around two thirds of the stores have a covered area of 1 000 to 1 900 m² (plus an outside area of about 1 000 m²).
The outdoor area comes to around 1 000 m².
The modified concept was tested at Tréville, in the Parisian region, where the headquarters of the Mousquetaires group is located. The basic principles defined for the 2 300 m² version have been adhered to. The DIY store is split into two large areas: “soft” DIY with decorating, garden, bathrooms, floor coverings and lighting is intended to tempt female customers in particular, whereas the sale of technical products is to the fore in the “hard” DIY area, which is intended to appeal especially to men. This twin-track approach is also reflected in the two different catalogues: “Plaisir” for the soft DIY sector and “pouvoir tout faire moins cher”, which offers 550 technical products with the spotlight on pricing. The company has no intention whatsoever of moving away from the discounter idea as a basic principle. Proof of this is offered by the banner in the store entrance, which greets DIYers with the slogan, “We refund three times any price difference”.
The racking has been raised by 25 cm to 2.45 m.
The product assortment goes less for depth in the 1 500 m² format. Live pets, paint mixing machines and picture framing services have been completely removed from the product offer. Nevertheless, the number of skus available comes to 15 000 (18 000 in 2 300 m² stores). The desire to provide stores that are “free-flowing” and pleasant is emphasised by the 2.4 m width of the central aisle, while the other aisles measure 1.8 m across.
The discounter concept is not under attack.
To make up for the limitations resulting from a smaller floorspace the racking has now been raised to 2.45 m, in contrast to the 2.2 m in Orthez, where the concept was launched for stores of 2 300 m². The width of the aisles is designed to enhance the value of the goods, including those that are high up on the racks. “We have lost 20 per cent of floorspace and gained 15 per cent of stacking space. It is our aim to increase space productivity,” explains…