Hypermarkets - Innovate To Meet The Competition

10 years, 5 months ago - November 27, 2011
As every year, hypermarkets display quality products to lure consumers. While it is too early to comment on the trend of purchasing, all supermarkets offer a wide range of products to attract customers.

However, the competition promises to be fierce, like Winner's, we have redefined the marketing strategy to cope with the coming of Intermart and Pick & Pay, which arise as two strong competitors in the payasage large areas of Mauritius. Among other brands, it strives mainly to give the widest possible range to the client-king.

With the advent of Intermart and Pick & Pay, some have not hesitated to innovate while others ensure that their products are unique and have nothing to envy to others. The Winner's supermarket chain, which owns no less than 19 supermarkets across the island, quickly understood. It is especially in food that Winner's wanted to stand out. The chain introduced the Cordon Bleu Mauritius which, as its name suggests, refers to the preparation of typical Mauritian dishes already cooked. "Just put in the microwave. The only direct competitor at this level Delights leaders, "said Dominique Fauvrel, Sales manager.

Unlike other brands, Winner's does not rely only on luxury goods for high prices but allows everyone to shop. And this is especially in toys this period, prices ranging between Rs 50 to Rs 2500. A wide range of toys designated especially for girls, boys and a radius for educational games, now a must for many families.

Unlike Winner's, Jumbo Score and Spar did not need to redefine their strategies. Because, says the CEO of Jumbo and Spar , Jean Tamineau, the products offered by the new surfaces are repeated in some others, are importing from the same country. "We worked hard on the quality of our products, including the brand-distributor Casino. As proof, the sale of this brand has almost doubled in just one year, "he says. On fresh produce, our interlocutor claims to be imported every week to ensure freshness.

This year Jumbo Phoenix brought firecrackers, says its director. In the toy department, the hypermarket offers a wide range. Each shelf is impressive: transformers robots, dj mixer, radio controlled cars and helicopters, trucks garbage ...

The radius of foodstuffs, there are oysters imported from France, lobster tails, duck confit, foie gras ... Now, all products do not come from France, some are locally supplied. To this end, we find dried fruit placed in wicker baskets.

At Intermart (ex-Ebony Way) which is new in Mauritius and whose motto to fight high living costs through the products Intermarché in France, the CEO of the supermarket, Ignatius Lam says the focus will be on Luxury groceries with a feast of a king (raw salmon and smoked oysters) to the radius of frozen.

At Pick & Pay, at Bagatelle and Cascavelle, management development especially the pastries (carrot-cake, muffin) and bakery based on a South African experience. The hypermarket will also focus on firecrackers and toys. "But for now, these articles have not yet been installed," the chief buyer, REAJ Motaleb. The range promises to delight young and old. The taste will also be alert regarding the quality products, including turkey and other meats which Mauritians are fond.

However, the star is chocolate. Apart from toys, says it, chocolate is a treat loved and appreciated by all. Moreover, in all supermarkets we visited, stands chocolate from Lindt Ferrero Rocher are already available. Impossible not to be tempted ...

Feast for the client-king but also for traders who will see their sales rise. This year, the import volume will be increased by 10%, ie, two digits for the festive period. December 80 correspond to 100% in one month "normal," says one.

Quality products, of course, each more attractive than others, but that may be beyond the reach of all. Rest assured, promotions will also be in order. At Intermart to Ebony, Lam Ignatius indicates that gift vouchers are offered to families during family days planned shopping center.

Text by Kot Zot

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