Hypermarket format retail store, combining the principles of a self-service store and a store divided into sales departments. A hypermarket differs from a supermarket in its larger size (from 10 thousand sq.m) and an increased range of goods, numbering from 40 to 150 thousand items.
The area of hypermarkets starts from 10 thousand square meters. Ready-made buildings are rarely offered to accommodate a hypermarket; as a rule, construction is carried out for a specific customer, the owner of the hypermarket brand.
When constructing and developing the area around hypermarkets, convenient access roads and the possibility of unhindered loading and unloading of large quantities of goods in container packages must be provided.
One or more large parking lots are created for customers, since the store format implies that customers make purchases by arriving by car. Unlike other formats, hypermarkets need to pay attention special attention convenience of buyers staying for a long time, for this purpose points should be created catering, toilets, shopping packing areas, playgrounds, recreation areas, etc.
The sales area occupies about 80% of the entire store area; inside it is divided into zones depending on product categories. The specifics of hypermarkets include the sale of all types of food and non-food products, and storage conditions must be observed for all products, which complicates the process of operating the premises. The equipment of all halls should provide for a high degree of mechanization and automation of work in the store.
The hypermarket format is characterized by maximum mechanization and automation of all logistics-related work. Deliveries of goods in large quantities are expected, and the quantity of goods received daily requires powerful technological equipment and clear structuring of all logistics processes.
As a rule, all hypermarket chains operate according to one of two schemes warehouse logistics: hypermarket in view of it large size itself is a warehouse and the hypermarket chain has its own distribution center. In both cases, strict rules for the delivery of goods apply. Any logistics operations must be carried out at a clearly stated time on the appointed date. All products are supplied in palletized form with the necessary markings on each pallet; this marking must meet the requirements, be easy to read and reflect the entire necessary information about the product.
The assortment of hypermarkets includes all categories of consumer goods. The mix of food and non-food items usually varies, but can be as high as 60 and 40 percent, respectively. Products traditional for self-service stores: meat products, eggs, dairy products, fish, groceries, canned food, frozen foods and semi-finished products, soft drinks, alcohol, tobacco products, hygiene products - are presented in hypermarkets with a wider range and various packaging options.
Additionally, the product line includes household goods, household appliances, products for children, related products, etc. The range of non-food products is varied, but for each individual category it is as narrow as possible in comparison with specialized stores.
Another feature of the hypermarket, which was created as a high-traffic store and aimed at mass demand, is a small percentage of delicacies, high-end alcohol and tobacco products. However, all popular products are presented in large quantities, which makes the hypermarket format attractive to customers. All hypermarket personnel can be divided into initial ones (cashier, salesperson, operator trading floor, loader), production (confectionery or salad production technologist), middle (department manager, department head) and top management (supermarket director). As a rule, management is usually selected with experience in similar fields. At the opening stage, hypermarkets need managers in almost all areas: HR, marketing, operations, logistics and management managers inventory. The head of each department forms a team consisting of lower-level specialists.
Acute staff shortages are usually observed among salespeople and cashiers. Typically, entry-level personnel are trained in training centers the hypermarket itself. Traditionally, entry-level staff are locals who believe that with roughly equal pay in retail, it is an advantage to work close to home. IN major cities For ordinary positions, personnel are recruited from other (less wealthy) regions.
Perhaps every average family visits a large grocery store. After all, stocking up on provisions for several days in advance is much more convenient than buying a couple of items every day. Fortunately, large retail outlets offer a wide range of goods for every taste and budget. In this article we will look at the difference between a hypermarket and a supermarket.
Definitions
Hypermarket – trading enterprise, which is engaged in the sale of food and other universal products, operating on the principle of self-service. The history of the appearance of the first stores of this type goes back to the distant 19th century. Cities began to emerge in the vast expanses of the then little-developed areas of America. The surrounding areas gradually became overgrown with numerous ranches and various small farms. It is quite obvious that from time to time their workers needed replenishment of supplies. Since the journey to the city sometimes took several hours or even a whole day, people tried to stock up on everything they needed as much as possible. The standard list usually included not only food, but also nails, ropes, tools, fabrics, etc. To meet the needs of the inhabitants of the outback, department stores began to open in large cities, much like warehouses. These were the first hypermarkets.
Hypermarket
Supermarket- a trading company specializing in the sale wide range food and beverages, as well as some household items. Often it is a branch of a large network. The first supermarkets also originated in America. A huge stimulus for their development was the invention of the wheeled cart in 1937. The Soviet ancestors of supermarkets are considered to be supermarkets and department stores. The former sold manufactured goods and had a self-service system. Department stores were a collection of retail outlets located under one roof. The modernization of such facilities resulted in supermarkets, which appeared in the country only in the 90s. Today they have become widespread in all corners of Russia.
Supermarket Comparison
Let's start with the dimensions of the stores. The area of modern hypermarkets can vary from 4 to 60 thousand square meters. Due to such an impressive size, such retail outlets usually occupy an entire building, surrounded by a spacious parking lot. In addition to the main hall, which accounts for about 80% of the premises, it can also house pharmacies, catering establishments, children's corners, etc. Compared to a hypermarket, a supermarket has rather modest dimensions. His minimum area on average is 400 square meters, the maximum can reach up to 2500. Such stores are located both in large shopping centers and on the lower floors of residential buildings and even in basements. They extremely rarely occupy a separate building and do not have their own parking lot.
As a rule, supermarkets are located within the city, in the busiest and most accessible areas. In a large populated area there can be several hundred of them. Since it is not always possible to erect a huge hypermarket building within the city, many retail outlets of this type are located outside the city. This does not cause much indignation among buyers who go shopping exclusively by personal transport. They visit such stores once a week or even a month in order to stock up on everything they need for a fairly long period. In large settlements and suburban areas there are no more than a couple of dozen of them. You can always buy everyday products, be it bread or milk, in a supermarket near your house, by walking to it. It is quite obvious that the range of goods at such points is narrower. This is another difference between a hypermarket and a supermarket. Let's consider this point in more detail.
A hypermarket implies not only huge retail space, but also a universal range of goods, including non-food items. The latter account for 35-50% of the presented positions. Clothing, shoes, household appliances, children's accessories, books, office supplies, building materials, cosmetics - and this is not a complete list of items. Many hypermarkets are aimed at people with low incomes and wholesale buyers. They are in many ways reminiscent of warehouses, the territory of which is lined with high multi-level shelving and countless boxes of goods. This is all due to lack of storage space. huge amount sold positions.
As for supermarkets, the range of such stores is 3-10 times lower. About 80% of the items presented in them are food. In addition, in such outlets you can purchase cosmetics, household goods, printed publications, office. It is quite obvious that the choice of these products is very, very limited. You won’t find so many boxes, crates and packaging in supermarkets. Here all the goods are neatly laid out on shelves and are designed primarily for the individual consumer.
We have provided a detailed answer to the question what is the difference between a hypermarket and a supermarket. Let's draw a line under our article.
Table
| Hypermarket | Supermarket |
| The area ranges from 4 to 60 thousand square meters | Occupies an area from 400 to 2500 square meters |
| Located in a separate building | Can be placed in shopping centers, basements, on the lower floors of residential buildings, etc. |
| Has its own parking | Separate parking is often not provided |
| May be located in the vicinity of populated areas | Located within the city, in crowded places |
| Buyers arrive by their own transport | Visitors often arrive on foot |
| There are no more than 20 pieces in one city | The number of retail outlets can be in the hundreds |
| The inside looks like a warehouse | All products have been removed from their packaging and neatly placed on shelves. |
| Wide range of various products | Mainly food products are presented |
| Buyers come no more than once a week and stock up on goods for a long period of time | Visitors come often and purchase everyday goods |
The Village decided to launch a series of materials in which the editors will talk about how popular city places work. We decided to start with the supermarket - most people come here every day.
For the query “supermarket Moscow,” the 2GIS online directory returns 4,549 organizations. The most large network in Russia - “Magnit” comes from Krasnodar. She is ranked third largest companies according to Forbes: its revenue reached 763.5 billion rubles. Only oil companies are higher - Surgutneftegaz and Lukoil. The rating also includes the X5 group (Perekrestok and Pyaterochka chains), Dixie, Lenta and O'KEY. In addition to them, there are smaller chains operating in Moscow. The Village went to the store of one of them and I found out how everything works there.
New stores
Any grocery chain, if it has more than five or six stores, has its own back office. The “Ya Beloved” network has it in the “Tiera” business center, where they deal with product selection, logistics, staff hiring, control system, finance, marketing - a total of 200 employees. Before you open new store, you need to conduct a study and count the number of residential buildings, estimate car traffic, monitor competitors, and attendance. Of course, it is more profitable to enter a newly built area, where residents are just moving in, and there are almost no shops there. Mikael Jordanyan, deputy director for trade of the “Ya Beloved” supermarket chain, says that there is such a supermarket in the “Grad Moskovsky” microdistrict: “We want to add cash registers and refrigerators, because we did not expect such a flow of visitors.” More often, of course, there are several competing stores on the territory. For the interview, we meet at a supermarket on Nosovikhinskoye Highway, opposite which Auchan is located.
In addition to stores, employees monitor nearby food markets, grocery stores, and individual milk and meat stores. Even when opening a new point, it is important to estimate the approximate attendance: according to Mikael Jordanyan, no matter what the nice store, the buyer will not walk further than one and a half to two kilometers, and will not go if the distance to the supermarket exceeds seven to eight kilometers. So, a circle is drawn around the store to understand what kind of pedestrian traffic there will be and what kind of car traffic it will be. According to the manager, it is worth opening if the planned number of visitors at the beginning of the supermarket’s operation reaches a thousand people (for an area of at least a thousand square meters) and about 600 people per day for a store that is half the size.
square meters- square
trading floor
Human works
in the supermarket
meters- maximum shelf height
number of units goods
in the supermarket
rubles- average check
There is also a spy method to find out the approximate number of customers, which is practiced by many chains: a store employee makes a purchase in the morning at a competing store and saves the receipt, and in the evening he comes again and checks the goods at the same cash register. So, by the receipt number you can understand how many purchases were made today at this cash register, multiply by the number of cash registers and roughly calculate how many people entered. Of course, you need to take into account that a point of sale reaches its capacity in about a year, so owners often have to keep the required range of products, even if it is not financially profitable. “The goal is to accustom the buyer to what we have,” explains Jordanian. Sometimes sites have to be abandoned, for various reasons - transport accessibility (for example, it is difficult to unload and load goods in the center), high rental costs or lack of target audience.
Managers do not choose the opening hours of the “Ya Beloved” supermarkets - all stores are 24 hours a day. Moreover, the employees admit that such a step is an image-building one, so that “the client knows that we are always open to customers.” According to them, from a financial point of view, this is not profitable in any of the stores after the ban on the sale of alcohol was introduced: nightly revenue does not cover either the cost of electricity or the cost of people per shift. “Think of it as an investment in marketing,” Jordanian explains.
Peak hours in stores located in the "sleeping area" last from 17:00 to 21:00, when many people return from work. In office areas, activity increases during lunchtime - from 12:00 to 16:00. Predictably, most purchases occur on Fridays and weekends, and Monday is considered a dead day, when revenue is the lowest of the week. Usually on Mondays, stores receive the bulk of suppliers and load the floor after a killer trade on the weekend.
How products get to shelves
Ensure that new products regularly appear on supermarket shelves category managers. Each of them is responsible for different groups of goods: some for groceries, others for non-food products, others - for children's, and so on. Supermarkets themselves look for suppliers; suppliers often contact category managers and let them try their product. The task of a category manager is not only to choose a tasty and high-quality product, but also to weed out unreliable manufacturers or distributors. Partners are first invited to a meeting - if it is successful, then the manager analyzes the market for this category, and then presents the products and tastes them at the assortment committee, which is held in the company on Thursdays.
If everything is in order with this, then the contract is first given to lawyers for verification, and then signed. As a rule, the new supplier is given probation, during which they look at how the partner fulfills his obligations and whether the product is successfully sold. If no problems arise, the contract is extended. True, this does not mean that there is no way back: if the supplier commits serious violations, the network can terminate the contract with him unilaterally.
Who works in the supermarket
The eternal question - why there are a lot of cash registers in a supermarket, but only half are working, can be explained simply: the number of cash registers is calculated from the maximum traffic of the store (yes, this is New Year and sometimes March 8th). It’s expensive to add cash registers, and on all other days it’s simply not profitable to have all the cashiers on shift. Here, on Nosovikhinskoye Highway, there are only seven cash registers, of which four are open on weekends, two or three on weekdays, and a couple of cashiers serve night customers.
Store director Nadiya Botasheva says that about 50 people work in shifts throughout the entire supermarket - the store director, a couple of deputies, sales floor employees, cashiers, security officers, loaders, security guards, and warehouse workers. The working day of cashiers is usually 12 hours: some work from 08:00, others from 09:00. You can often see an advertisement at the checkout counters in supermarkets, which encourages you to call if the queue exceeds four people - this is how supermarkets try to save money. There are no announcements at “I'm Favorite,” but there is an agreement with the security staff: if they see a large line and the cashier is at lunch, he will be called into the hall. If the situation is critical, then the security shift leader himself sits at the cash register.
How everything is arranged on the shelves
“Everything in the store is arranged logically, so that it is convenient to buy,” says visual merchandising manager Anastasia Chulkova. According to her, the concept of the store is aimed at imitating the European market - comfort, delicious smells and bright colors. In this case, the buyer’s route is built according to the same model for supermarkets, based on consumer basket, which has all the necessary and most purchased goods.
The task is to build a route so that there are no dead ends anywhere, and the client walks around the entire area of the store. Here, as in many supermarkets, fruits and vegetables are placed at the entrance. The secret is simple - all this stimulates the appetite, which makes the buyer put more into the basket than he originally planned. Already from the entrance you can see almost everything that is in the store - it is no coincidence that the display cases are located diagonally: this ensures good review. Next, it is logical to put canned vegetables: if the buyer does not take fresh products, he may prefer canned products. After groceries (in professional slang, “dry shelf”: cereals, salt, sugar, breakfast cereals, cookies) and alcohol.
One smoothly flows into the other: for example, in the alcohol area there are sweets and chocolate sets, and sauces, spices and pasta are located next to meat and fish. In the center of the store there is a large round display case with meat and fish (here they call it the “fresh zone”) and with cheese, sausage and delicacies (ready-made salads, sushi) on the other side. This placement, according to the managers, was spotted on the market; it inspires more confidence in the buyer - everything that is on the display window can be clearly examined and even tasted.
Arrangement of products in a supermarket
Vegetables and fruits
Alcohol
Bread and pastries
Fresh zone
Dairy gastronomy
Household chemicals
There is also a trick in the lighting: a light with a red tint is directed at the meat, and a blue tint at the fish, so the products acquire more natural color and they look more appetizing. There is a bakery in the farthest corner of the store. full cycle and a small cafe with tables. Here, in an open display case, packaged bread and its own bakery products are sold. “The specific thing in Russia is that people want to taste the bread. They have to make sure it’s soft,” says the deputy director of trade and points to the open shelving.
Afterwards there are dairy products, drinks and at the very exit at the cash registers - household chemicals. This is generally a golden rule - chemicals, because of their smell, should stand separately. As a rule, there is alcohol at the cash registers, because these are the best shelves for sale. And not even because you stand in line and look at everything that is nearby (although various little things hang here for exactly that reason). The fact is that the buyer will still not be able to pass by the cash registers - he needs to pay for the goods. And for alcohol, it’s no secret, the margins are quite high, so the most profitable place is given to it.
There are no high shelves in the supermarket - the maximum height reaches 1.7 meters, so the buyer will be able to comfortably reach any product. The best selling items are at eye level - this is best places for sales. Therefore, such shelf space is often purchased by distributors themselves when they need to increase sales or promote some kind of new product. In addition to popularity, the placement is also influenced by the cost of the product: on the top left there will be the most expensive product, on the bottom right the cheapest - this is how a person’s gaze glides along the shelf.
In addition to the shelves, the manufacturer can buy the entire rack and brand it. Affects perception and color: it is much more pleasant for the buyer to look when there is a flow from product to product on the shelves smooth transition colors, and not when there are tacky spots all around. Therefore, where possible, employees arrange products in packages from dark to light or from light to dark. This is how compotes cost, for example.
Another factor is smell. There is a direction of scent marketing that deals with attracting customers with different scents. In “I Am Beloved” they tried to specially spray the smell of coffee, but this idea was quickly abandoned: the aroma did not resemble the real one. We decided to stick only to the real smell of the bakery. All music content is broadcast from central office, that is, stores do not have the ability to change the music themselves. They include a quiet one and one that is allowed for general use. Slow compositions slow down the heartbeat, so a person stops rushing, which means he spends more time in the store. And shopping is stimulated by bright wobblers - price tags, which usually indicate a discounted price. In stores, by the way, they noticed that customers began to really save and count their money. People react more actively to instant discounts: they would rather buy a product with a 20% discount now than accumulate points on a card and purchase this product with a 50% discount.
All goods undergo a multi-stage control system. Firstly, upon acceptance, employees check all the documents that come with the goods, plus they look at the product itself to see if it meets quality and safety standards. Secondly, there is an employee who monitors the expiration dates of the goods and controls the people working in the hall with these products. In addition to the fact that the expiration dates of the goods are entered into the 1C accounting system (and in this database you can always see which goods will soon go bad), the sellers themselves enter the expiration dates of the goods manually in special notebooks in order to always know whether it is fresh. Plus, all stores in the chain have a common chat in Messenger, where employees can write messages with their suspicions about the product. For example, some products are still well within their expiration dates, but the packaging is swollen. Then the store where they found this writes to everyone else asking them to check this brand for themselves. The next and final level of control is the security service, whose employees check the expiration dates of products at night, when there are significantly fewer visitors. Since this year, the company has a product quality department, which carries out unscheduled inspections stores with goods sent for examination. All spoiled products are sent for disposal.
“In sales there is such a thing as markdown,” says Mikael Jordanyan. He claims that such a system is not practiced in their supermarkets, but explains that this is a reduction in the price of goods that are past their expiration date. In general, a product should be removed from the shelf 24 hours before its expiration date. Employees are not allowed to release final product into the store that is less than 70% of the way from the release date.
Photos: Ivan Anisimov
Illustration: Nastya Grigorieva
Internet marketer, editor of the site "In an accessible language"
Publication date:04/02/2018
Shop at large stores has become part of the daily routine for most people living in cities. From smaller settlements people specially come to certain “points” where huge shopping centers are located, so the fashionable trend of centralization and increasing areas for the sale of various goods is intensifying in all regions.
The concepts of “hypermarket” and “supermarket” are similar, they sound almost the same to the ear of a Russian-speaking person, but there is a difference in these concepts. What is the difference between a hypermarket and a supermarket and how to figure out where you should go shopping? It's not that complicated...
History of large stores
The emergence of “large-scale” stores is, on the one hand, a legacy of fairs and spontaneous markets that have existed since ancient times. On the other hand, it is an absolutely post-industrial phenomenon, associated with the widespread and availability of cars. A person no longer needs to carry all purchases in his hands, at best, attracting assistants - from servants to household members. You can get in the car, come and buy everything, load it into the cart.
Oddly enough, the prototypes of modern hypermarkets existed back in the 19th century, although city residents did not use such stores, preferring to go around their favorite shops with familiar merchants and a small amount of goods. Hypermarkets were intended for farmers living in villages.
They came in carts to buy in one fell swoop:
- products;
- home tools;
- building materials;
- animal feed;
- fabrics.
And much more.
After which the farmers returned home, only to return to the market several weeks later. Of course, it was more convenient for them to purchase from huge warehouse-like sites. Sellers saw their benefit in the opportunity to sell goods immediately in bulk, spending as little as possible on rent.
Supermarkets came into use much later.
Their homeland is the USA, the time of birth is the end of the 30s of the last century. And the reason they arose was the invention of the wheeled cart. Since then, people did not have to hold everything they had chosen in their hands until the cash register, and then they could get into the car. Or call a taxi.
Interesting fact: the Soviet “copycat” of the supermarket was department stores
What are the differences between a supermarket and a hypermarket?
Both are large storefronts that sell various goods. What both types have in common is self-service, that is, it is assumed that the client comes, takes a cart and walks along the rows, choosing the necessary things. Perhaps this is the only obvious similarity, because then the differences between the types of stores begin.
Dimensions
"Hyper" is more than "super". That's how it is. A supermarket rarely exceeds 2,500 square meters in area, while the largest hypermarkets can reach an impressive 6 hectares. This is a whole large area!
By the way, to make it easier for a person to walk around such a huge area, some modern hypermarkets, in addition to traditional carts, also offer some kind of mini-cars. You sit down and drive like you’re driving a car.
Features of the territory
Hypermarkets are too big to add anything else to them. On the other hand, since people still come to such a huge store to shop, if not for the whole day, then for several hours, then they always have their own eateries, recreation areas, and branded food courts.
A good example is the well-known IKEA. Supermarkets do well in shopping centers and are often combined with cinemas and other establishments.
Location
Too many hypermarkets in the city are unprofitable, there is unnecessary competition between them. It is preferable to put from five to twenty, depending on the size settlement, and most of them are closer to the border, so that people from neighboring towns and villages can easily reach them. Supermarkets are located literally at every step; in one large area there can be up to five.
Assortment
If you go to a supermarket, you will find there products for all occasions - from meat to... confectionery. You will also find essential goods, hygiene items, and detergents. Usually there is nothing else. The hypermarket offers a wider range of products, including:
- food, drinks;
- cosmetics;
- household chemicals, household goods;
- farm goods - seedlings, shovels, even lawn clippers and snow removal equipment;
- household appliances;
- children's products;
- clothes and shoes.
In the hypermarket you can find almost anything - from cat food to auto parts. The principle, left over from the 19th century, continues to this day: come to one store and buy everything at once.
Product presentation
It is believed that hypermarkets are created for poor people, below the middle class, who are used to saving on purchases. The second segment of the target audience is wholesale buyers. Both do not need to offer the product face-to-face; it is important to make it cheap and allow them to buy a lot at once.
Supermarkets, although they come in different price segments, are still designed for a more “premium” category of customers. Therefore, the products offered are washed, peeled, and never sold by the box or in a “just dug out of the ground” condition. Presentation and aesthetics correct location positions on the shelves is a whole art, which is monitored by both the supermarket itself and the brands represented in it.
Parking
The supermarket may be across the street - within walking distance. Such stores rarely go broke on their own parking spaces. As a last resort, the parking lot will belong to shopping center, where the supermarket is located.
In the case of a hypermarket, it is impossible to have your own, including covered parking - very rarely people come to such retail outlets on foot, in 99% of cases the buyer will be driving, therefore, he needs to be provided with comfort.
A hypermarket and a supermarket are really very different from each other. But the main sign is the goal, to come for a small amount of products, or to buy “everything at once” for a long time.
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