A self-service department store or hypermarket is a large-scale retail operation that is reminiscent of a supermarket in terms of its appearance .
Hypermarkets have a sales area m² of at least 5000, which extend from consumer markets define, which remain below this threshold. Self-service department stores offer a comprehensive range of products , especially food and consumer goods. Discount and finished products are supplemented by fresh goods from meat, sausage, cheese and fish counters as well as refrigerated and deep-freeze shelves. In contrast to a conventional supermarket, there are often extensive non-food departments with clothing, toys, sporting goods, electronics, etc. Unlike in department stores or classic department stores, the entire sales area is arranged like a supermarket and can be accessed by shopping carts . Although advertising is usually intensified with low prices, a discount store strategy cannot be maintained because of the required breadth of the range and the very large retail space (high cost factor).
The self-service department store waived costly customer service and sets primarily on self-service . It operates a permanent low price or special offer policy .
Locations and distribution
Typically, hypermarkets are built “on the greenfield ” or located within shopping centers and are therefore very much geared towards motorized customers.
The retail format of the hypermarkets comes from France (there: Hypermarché , especially Carrefour , who were the first to introduce this concept there) and the USA ( Hypermarket , especially Walmart ). It has also established itself in some parts of Europe ( UK , Belgium , Luxembourg , Spain ).
Hypermarket chains in Europe (selection)
Asda , Auchan , Bennet , Bon Prix , Carrefour , Géant Casino , Cora , E-Center (to Edeka ), Eroski , Esselunga , Géant , Globus , Hiper Froiz (to Froiz), Herkules Center (to Edeka), Intermarché , famila , Inköpscentralernas Aktiebolag , Ipercoop , Hipercor , Kaufland , Leclerc , Marktkauf (zu Edeka), Panorama , plaza , Real (Metro Group), Sainsbury's , Tesco , Ikea and REWE-Center (REWE Group).
The largest hypermarkets in Germany include Real , Kaufland and Marktkauf .
From 1997 to 2007 Walmart was also represented in Germany.
Hypermarkets in Austria are mainly operated by Austrian food companies. In addition to their own Austrian hypermarkets such as Interspar or Merkur, there are also Metro hypermarkets, which are mostly located on the outskirts of larger cities.
According to its own statement, Spar Austria has been operating hypermarkets since the 1970s, with sales areas ranging from 2,500 m² to 8,000 m².
- Maximarkt (only in Upper Austria and Salzburg )
- Pro Kaufland (Linz), Tabor (Steyr) and Welas (Wels)
- Magnet ( Tengelmann Group )
When the Shopping City Süd opened in 1976, Carrefour was the largest retail market in Austria at the time, with a sales area of 17,000 m² and 400 employees. Despite the initially successful balance sheet, sales gradually fell and Carrefour withdrew from Austria.
- ↑ Value creation in retail by Werner Reinartz et al., Editor Monika Buyerle, published by Kohlhammerverlag 2014 p. 22
- ↑ Runia, Peter .: Marketing: a process and practice-oriented introduction . Oldenbourg, Munich 2005, ISBN 3-486-57858-8 , Distribution Policy, p. 209 .
- ↑ Boris Kalnoky: Supermarket? Hypermarket? Ultra hypermarket! In: THE WORLD . August 18, 2001 ( welt.de [accessed February 21, 2020]).
- ↑ Interspar hypermarkets Store types from Spar Austria