As Casino, across its banners and channels, looks to make its stores more efficient it is implementing a range of initiatives to support growth. We look at five recent developments from the retailer as it looks to win in-store and online in France.
Monoprix digitally activating brands in-store
Local trade publication LSA has reported on how Monoprix has worked with SES Imagotag to equip nearly 100 stores to enable brands to raise their visibility with shoppers in-store. The companies have added digital screens on gondola ends in the Monoprix stores through which brands can promote their products. The screens can include a QR code, which shoppers can scan to access further digital content on the products.
SES Imagotag’s vice president for business development, Jean-Christophe Solus, said together the companies ran 700 campaigns during 2020, mainly to promote product innovation in-store and to help products stand out on shelves. According to Solus the screens are seen by 4,500 shoppers weekly, while they led to an increase of sales of between 10% and 14% for the featured items. As a result, it estimates the screens provide a ROI in between 12 and 18 months.
Source: IGD Research
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Monoprix trials AR experience with Snapchat and Maybelline
LSA has also reported that in Monoprix’s updated Montparnasse store it is also trialling a solution that provides makeup advice a digitally through videos and other devices. Run initially with a campaign from L’Oréal Paris, in conjunction Snapchat and Maybelline the retailer promoted the brand’s instant anti-aging cream. The advertising initiative was aimed at attracting new, younger shoppers to the brand, which saw Maybelline launch five Snapchat filters that highlight the product’s effects. To see its impact shoppers scan the Snapcode on the fixture and answer two questions, to help it find the right product for them, while through augmented reality they are able to see its effect.
Casino tests new online solution to help shoppers buy better…
Following a three-month test, Casino has added new features to its web site to help shoppers’ online journeys and help them buy better and quicker. LSA reported on the tests, which enable shoppers to shop by recipes and select only those ingredients they need, or by product attributes, such as price point, organic or Nutriscore rating. The retailer came up with the solutions in conjunction with FlyMenu, which it has been working with for several years.
…As it brings back the Leader Price brand online…
Following its sale of most Leader Price stores to Aldi France, Casino has launched ‘Leader Price le Club’ to use the brand it still owns. The service was spotted by local trade specialist Olivier Dauvers. Shoppers can choose from a range of nearly 900 products, most of which are Leader Price branded, although there are some national brands. Nearly 600 are grocery SKUs, 120 in beauty, 115 in home care, 14 in pet care and 34 are organic.
Shoppers can have them delivered to their homes or to pick up points for collection, while they can also subscribe to le Club and have them delivered regularly at a regularity of their choosing. If shoppers subscribe to the service, although only half the SKUs are available for as part of this service, they can receive a price reduction of 10% on every delivery. Delivery is free on orders over €50, while it costs €10 for orders under €50.
…And strengthens its online offer more widely
As it looks to compete online, Casino is planning to implement two key initiatives to strengthen its online offer. At an event organised by LSA, Casino’s chief executive for Distribution Casino France, Tina Schuler, announced the two developments. First, it is aiming to add a marketplace to Casino.fr during Q2 2021, which will see it add 50,000 SKUs to its offer at launch, two thirds of which will be in food. Designed by a subsidiary of Cdiscount, the marketplace’s offer will expand Casino’s offer in key family-focused categories and in local ranges.
Secondly, Casino is looking to improve its online order preparation, and will be adding its first mini-fulfilment centre in an existing Géant hypermarket. The 1,500 sq. m space will be used to prepare the store’s online orders and those for surrounding stores to make the process more efficient.
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Subscribers can read our strategic outlook for the retailer to help them understand its strategic priorities in the medium term at a global level and how they are being implemented and driving growth to 2022 specifically in France.