Auchan: channel developments in France | Progresiv
As part of separate initiatives, both reported by trade publication Lineaires, Auchan is set to develop shop-in-shop solutions for non-grocery ranges, while it is also halting its brand convergence strategy to maintain the online Chronodrive brand. 
Lineaires reports that Auchan’s hypermarkets are set to partner with the non-grocery-focused brands of the wider Association Familiale Mulliez organisation to open Electro Dépôt and Boulanger corners. In future Mulliez-owned brands like Decathlon, Kiabi and Norauto could be added to stores too.
The trials will begin from October in two hypermarkets, in Beauvais (Oise) and Bagnolet (Seine Saint Denis). The experiments, which will see a change in the number of people employed in each department, will run for six months to enable the retailer to test the potential advantages of rolling out the initiative more widely.
Despite announcing the convergence of all banners under the Auchan name, both online and offline, Lineaires has said that the company is set to retain the Chronodrive brand. The reports suggest the brand will be preserved due to shoppers’ awareness and loyalty of the Chronodrive name. Lineaires suggests the rebranding of the first Chronodrive to Auchan Drive has led to a fall in shopper loyalty and turnover through the site. (retailanalysis.igd.com)
