The Casino brand is trying to reinvent itself by launching its “nomadic grocery store”, which will travel to a dozen towns in the Loire and Rhône in December 2024.
Initiatives of the same type are increasing, but remain rare on the part of large groups: for “fight against commercial and social isolation” in rural areas, Casino is preparing to launch a nomadic grocery store. In a press release published Friday, November 15, the distributor announced that these traveling stores will take the form of a van which will offer more than 350 references, “mostly” of the Casino distributor brand and “iconic national brands”.
A dozen municipalities in the Loire and Rhône
What route will this new type of grocery store take? Depending on the brand, which owns the Monoprix, Spar and Franprix brands, departure will be at “Chazelles-sur-Lyon” in the Loire, in December 2024, for a first test. The van should serve a dozen municipalities in the Loire and Rhône “who have no business” or for “complete an existing offer”. “Preferred locations and niches will be evaluated”with this test tour, explains the press release. Dried products and yogurts will be transported from the Chazelles-sur-Lyon store by a franchisee of the distributor, “thus ensuring consistency of prices with those already charged in store”.
This seduction operation with a local offer intended to relaunch Casino is part of a modern dynamic. In recent years, certain professionals have taken to the roads to recreate the offer in increasingly isolated areas: flea markets, bistros, grocery stores and even doctors offer services in small towns, reports France Télévisions in particular in its reports.
For Casino, this is a return to basics, since the distributor launched into local commerce at the end of the Second World War, recalls Le Figaro. It remains to be seen whether the operation will bear fruit.
published on November 20 at 6:51 p.m., Joanna Wadel, 6Medias
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