Carrefour has just opened its new ‘super discount’ store Atacadão, in Aulnay-sous-Bois, in Seine Saint-Denis.
Atacadão is aimed at individuals and professionals
As soon as it opened, customers were already there, in large numbers, in Aulnay-sous-Bois. Originally from Brazil, the Atacadão brand (“wholesaler” in Portuguese, Editor’s note) is part of the Carrefour mass distribution group.
The Atacadão brand means ‘wholesaler’ in Portuguese
If this super hard discount brand promises low prices, the atmosphere is minimalist: simple decor, merchandise most often placed on pallets, height, prices displayed in bulk on an orange background…The store offers food products, a fresh section , fruits and vegetables, organic and household appliances.
An Atacadão store offers 14,000 references
Note that prices fall when consumers buy in large quantities. If the Atacadão store in Aulnay-sous-Bois is successful, other openings are planned in France, Carrefour assures.
The French want to put less money into consumption
For sociologist Jean Viard, success should be there because ‘the French want to put less money into consumption’ and seek to save money. “Consumers are ready to have fewer references to pay less today. I would tend to say: bobos consume differently, and popular circles will benefit from it, because if there are cheaper things, it will work on both sides“, believes Jean Viard on the - antenna.
Popular circles will benefit from it
Finally, the Atacadão brand offers ‘ephemeral departments’ offering textiles, household appliances and even toys depending on the store’s purchasing opportunities. With this new arrival, Atacadão is clearly targeting customers of Lidl, Aldi, Metro and Action.
