The retailer Auchan has decided to change the business model, expanding the range of products in the middle and premium segments. François Remy, the general director of Auchan Retail Russia, noted that earlier the retailer was positioned mainly as a discounter with an emphasis on cheap products. "We call them the goods of the first third of the assortment. The task now is to give customers a more complete offer, especially in the second and third of the range or in the middle and premium segments", he said.
The top manager specified that the number of products in the assortment of Auchan may increase by 30-40%. Now, as Remi noted, there are about 50,000 products on the shelves in the stores. The general manager said that the retailer also intends to increase the number of products in the shopping basket and traffic, which was declined over the past year. Remi admitted that as a result of 2017, the retailer lost market share, but he refused to give specific figures.