Casino Hypermarkets and Supermarkets. nalyst. Focus on the new organisation. A.Lucas
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1 Casino Hypermarkets and Supermarkets Focus on the new organisation A.Lucas 1
2 Outline Overview Objectives of the new organisation Strategic priorities for hypermarkets & supermarkets 2
3 A market environment in France that is more favorable to supermarkets than to hypermarkets Supermarkets have recorded better performances than hypermarkets in France for several years Source: Nielsen - % change in same-store revenue 3
4 An effective strategy for Casino Supermarkets that has driven market share gains Strategy Segment the offering and pricing in line with the local environment Focus on enhancing the competitiveness of private-label and value-line line products and maintaining price competitiveness in a selection of national brands, showcased in stores and in the marketing action plan Simplify promotional comunnication Implement expansion programme All-Store Revenue and Supermarket Store Base (in billions and number of stores) % Casino Supermarkets Market Share (as a % of total French FMCG and self-service refrigerated foods revenue) All store revenue Source: TNS World Panel for 20 market share and annual change 4
5 Repositioning well underw at Géant Casino Objective: Stabilise the banner s market share by increasing footfalls Method: Improve price competitiveness in the food segment by increasing non-food margins Speed up the banner s repositioning: A non-food offering targeting women Capitalise on fresh products Actions to reposition the banner had been undertaken Identification of price cuts in the food segment Offering Development of fresh product section Withdrawal from large appliance segment Optimisation of non-food lines Optimisation of store space Implementation of the space reallocation programme Cost reduction plan Implementation of Excellence+ plan 5
6 A clear strategic vision for both banners (1/2): Géant Casino Géant must break aw from the traditional hypermarket positioning of everything under one roof In a difficult market, Géant needs to speed up the changes in its business model that will enable it to implement its strategic orientations more quickly: Improve non-food margins, particularly by developing the most promising markets Lower food prices to increase footfalls Make fresh products a differentiating factor 6
7 A clear strategic vision for both banners (2/2): Casino Supermarkets Continue to grow Casino Supermarkets development by leveraging our differentiating factors: The Casino brand, which embodies our commitment to providing good value for money Quality: fresh produce section Choice: a broad offering aligned with local demand Service: friendly welcome; quick and easy shopping 7
8 Outline Overview Objectives of the new organisation Strategic priorities for hypermarkets & supermarkets 8
9 A new organisation to improve both banners competitiveness Respond more effectively to customer expectations Optimise the coordination of marketing strategies Enhance responsiveness and seamlessness Pool more resources 9
10 A change made possible by common foundations: brand, customers, methods and systems The Casino brand, common to both banners Private-label products, the heart of both banners assortment and business model 46% of sales volumes in hypermarkets and 47% in supermarkets Loyalty card 20% of customers shop in both networks dunnhumby segments common to both networks Central purchasing agency Logistics operations and information systems 10
11 An organisation that preserves each banner s distinctive features, enhances marketing power and leverages synergies Two distinct banners that maintain their identity and their unique marketing characteristics A single Management Committee and pooled support functions to enhance marketing power and maximise synergies Improved marketing efficiency More effective promotional campaigns Coherent pricing policies Coordinated loyalty programmes Development of new services with dedicated teams Online shopping and drive-through pick-up Financial services Optimisation of processes and costs 11
12 A single Management Committee and pooled support functions André Lucas Chief Operating Officer Gérard Walter General Executive Managing Director Géant Casino Jean Rubens General Executive Managing Director Casino Supermarkets Sales and Marketing Director Thierry Aouizerate Merchandise, Supply Chain and IT Director Laurence Bernillon Project Design and Management Director Jean-Jacques Chervet Business Development Director Franck Proux Human Resources Director Jean-Claude Delmas Finance & Administration 12 Franchising Director Yann Wanes
13 An organisation that supports our strategic priorities The new organisation should enhance marketing power, alignment, seamlessness and responsiveness and support the implementation of the 5 priority projects common to both banners Offering Prices Services and loyalty Operational Excellence Optimisation and development of the store base 13
14 Outline Overview Objectives of the new organisation Strategic priorities for hypermarkets & supermarkets 14
15 Food offering: sharpen differentiation in fresh products Hypermarkets Supermarkets Become the benchmark for fresh products to retain customers and differentiate us from the competition Retain customers and enhance differentiation, by: Embracing new concepts Ensuring a high-quality offering/operational excellence Targeting markets with frequent purchases Repositioning our pricing versus local market Redefining the offering and the supply chain Be the benchmark for fresh products in our shopping centres: Premium farmers market area Adjust our operating concepts according to location: Install self-service areas Introduce new weekend Fresh Catch concept 15
16 Food offering: sharpen differentiation through private labels and local assortments Hypermarkets Supermarkets Increase the private-label participation Develop the Organic/Healthcare offering Take a more local approach Develop regional/local offerings Optimise the offering on a store-by-store basis Reinforce the private-label dynamic, the cornerstone of the offering Improve the FMCG and refrigerated foods offering Develop a nutritional line of organic/health foods Focus on families, price sensitive consumers, seniors Locally adapt lines and merchandising Focus on highly profitable markets Fragrance, frozen foods, fresh non-dairy Deploy our differentiating concepts: Organic food shop in shop World food section, depending on the location 16
17 Improving price competitiveness Prices have to be repositioned, especially in HMs Aggressive private-label pricing supported by purchasing power Optimised promotions management Hypermarkets Aligned with local HMs Supermarkets Locally adjusted, depending on amount of competition National brands Store and product segmentation (see Demandtec/dunnhumby) A controlled increase in promotional intensity Price cuts on major products Price cuts depending on store segmentation Price cuts on major products Private labels Value lines Offering the lowest prices on 800 leading products in the catchment area Passing on purchasing economies of scale Reducing promotional intensity in favour of permanent price cuts Matching local market prices Passing on purchasing economies of scale 17 Aligning pricing with the local market on 800 leading products
18 Loyalty & services: further increasing the number of loyal customers, improving differentiation through services (1/2) Hypermarkets Supermarkets Become the customer s preferred loyalty programme A generous, personalised offering Increasing rewards, particularly with the Casino universal credit card Maintaining promotional momentum for loyal customers and stepping up campaigns for occasional shoppers Developing personalized offerings for different lifestyle & age groups Customer rather than network focused Standard rewards shared across HMs and SMs Cross-banner communication An easier-to-understand programme Simple explanation of loyalty card advantages Optimised communication campaigns, such as targeted direct mailings and special on-site events 18
19 Loyalty & services: further increasing the number of loyal customers, improving differentiation through services (2/2) Hypermarkets Supermarkets Enhancing differentiation through financial services A new range of cards to better address clients needs Simple, easy to use, competitive Associated with a generous loyalty program, both in Casino stores and non Casino stores Launching a range of competitive financial products under the Casino brand Developing inexpensive, easy-to-use insurance products Enhancing differentiation through online services Enhancing online shopping, with home delivery or drive-through pick-up Developing both banners online shopping sites on a shared platform Creating synergies with CDiscount 19
20 Repositioning HM non-food lines and optimising retail space Repositioning non-foods to focus on promising categories Hypermarkets Two strategic objectives: A more feminine-oriented offering Developing promising product families and gradually withdrawing from underperforming categories Supermarkets Continuing to reallocate space to optimize the offering Pursuing space reallocation Rethinking louts Adjusting the offering Extending the space reallocation programme to supermarkets 20
21 Demonstrating operational excellence through three shared priority objectives Hypermarkets Supermarkets Continue reducing inventory Reduce inventory faster Eliminate obsolete inventory Improve in-store processes Operate small HMs with less expensive processes more like SMs Improve productivity Shelf stocking Checkout Optimise operations in service sections Share best practices among the networks Optimise support functions Continue to reduce operating overheads Deploy synergies in support functions 21
22 Optimising and expanding the store base Optimise retail space Hypermarkets Reduce under-productive space Rent retail space freed up Withdraw from certain segments to improve operating efficiency Supermarkets Continue extending existing stores Particularly smaller units Segment the hypermarket base Deploy an approach similar the one used in SMs Depending on the HM (retail area, revenue, catchment area leadership) Depending on the catchment area (demographics, HM s role, amount and type of competition) Convert certain HMs into SMs Food/non-food assortment policy Pricing policy Promotional policy Customer services Loyalty programmes Expand the store base Continue targeted expansion of proprietary stores Paris area and southern France Develop franchising 22
23 Conclusion Improving non-food margins Reducing food prices and increasing footfalls Building differentiation with fresh products, services, loyalty programmes and assortments aligned with shopper needs 23
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