Supermarkets of the group begin to migrate to leaner formats keeping their eyes on consumer behavior
GPA already understood that convenience stores are the shortest way for offering the best experience to the consumer. In the face of the supermarkets’ increasingly greater need of serving different profiles, these leaner points of sale are reinventing the supermarket sector.
This is the insight of Marcelo Bazzali, executive director of Extra, flagship that pertains to GPA. For him, the brands that comprise the group’s retail structure are able to provide different experiences, as well as variety of products. “Before the success of convenience stores throughout the country, the flagship Extra has already been converting many of its traditional stores to this model. Since 2018, GPA has transformed Extra points of sale into units of the brand, Compre Bem and into Mercado Extra, as well, with the proposal of expanding to neighborhood stores,” the executive explains.
Strategy to “decrease”
For GPA, this format aims to acquire an in-depth understanding of the microregions where the group operates in order to have more assertiveness in the definition of the mix of its own products for each locality. “Retail in microregions has a certain complexity and demands specific assortments for each store,” the director of Extra says.
Keeping an eye in replacing the points of sale and transforming them into convenience stores, GPA invests its efforts on the flagships Mini Mercado Extra and Minuto Pão de Açúcar. These new formats are being structured with up to 12 thousand products and physical space of up to 1,500 m2. Despite the movement towards leaner stores both in assortment and in physical space, the first quarter of 2019 shows the flagship Assaí, which pertains to GPA, with vitality to grow on top of other companies of the wholetail (atacarejo, original term in Brazilian Portuguese) category of the group.