France Proximity Retail
Petit Casino, flagship of proximity stores of Group Casino, is about to change its name: Casino Shopping for stores over 350m² (700 potential units) and Casino Shop for stores less than 350m² (1200 potential stores). The 1st Casino Shopping will open its doors in Marseilles before the end of April 2011.
This is the answer, as expected, from Groupe Casino on the offensive of all its competitors in the proximity stores business. A perfect response: When Carrefour (Carrefour City, Carrefour Contact), System U (U Express, Utile), Intermarché (Intermarché Express) or Auchan now with A2Pas, are moving forward with dedicated concepts in order to optimize the time consumers are spending during shopping.
“We want to focus on enjoyment and conviviality” explains Jean-Pierre Lanzetti (CEO of Casino Proximité). His objective: to become France’s favorite store. “Our competitors have a choice in their approach to proximity. They work on physical proximity rather than on emotional closeness. It is this relationship with our customers that we want to strengthen.”
The new store design features a chocolate brown and fuchsia pink color scheme and a smoothed, curved interior lay-out. The aim is to give customers “roominess and modernity” with a gourmet and feminine twist.
