What's more supermarket or hypermarket. Which stores are the cheapest to buy groceries? What are the differences between a supermarket and a hypermarket

A hypermarket is a retail store format that combines the principles of a self-service store and a store divided into trade departments. The hypermarket differs from the supermarket by its large size (from 10 thousand square meters) and an increased range of goods, numbering from 40 to 150 thousand items.
Hypermarket areas start at 10 thousand square meters. Ready-made buildings are rarely offered for placing a hypermarket, as a rule, construction is carried out for a specific customer, the owner of the hypermarket brand.
During the construction and arrangement of the territory around the hypermarkets, convenient access roads and the possibility of unhindered handling of large consignments of goods in container packages are necessarily provided.
One or more large-area 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 special attention to the convenience of customers staying for a long time; for this, catering points, toilets, shopping packaging areas, playgrounds, recreation areas, etc. should be created.
The sales area occupies about 80% of the entire area of ​​the store, inside it is divided into zones depending on product categories. The specificity of hypermarkets provides for 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 distinguished by the maximum mechanization and automation of all work related to logistics. It is assumed that goods will be delivered in large quantities, and the amount of goods received daily requires powerful technological equipment and a clear structuring of all logistics processes.
As a rule, all hypermarket chains operate according to one of two warehouse logistics schemes: the hypermarket, due to its large size, is itself a warehouse and the hypermarket chain has its own distribution center. In both cases, there are strict rules for the delivery of goods. Any logistic operations must be carried out at a clearly agreed time on the appointed date. All products are delivered in a palletized form with the required marking of each pallet, this marking must comply with the requirements, be easy to read and reflect all the 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 go up to 60 and 40 percent, respectively. Products traditional for self-service stores: meat products, eggs, dairy products, fish, groceries, canned food, frozen and semi-finished products, soft drinks, alcohol, tobacco products, hygiene products - are presented in hypermarkets with a wider assortment and various packaging options.
Additionally, the product line includes household goods, household appliances, goods for children, related goods, etc. The assortment of non-food products is diverse, but for each individual category it is as narrow as possible in comparison with specialized stores.
Also, a feature of the hypermarket, which was created as a store with high traffic and aimed at mass demand, is a small percentage of high-class delicacies, alcoholic and tobacco products. However, all popular goods are presented in large quantities, which makes the hypermarket format attractive to buyers. The entire staff of a hypermarket can be divided into initial (cashier, seller, operator of a sales area, loader), production (technologist of confectionery or salad production), middle (manager of a department, head of a department) and top management (director of a supermarket). As a rule, management is usually selected with experience in similar areas. At the opening stage, hypermarkets need managers in almost all areas: HR, marketing, operations, logistics and inventory management. The head of each department forms a team for himself, consisting of specialists of a lower level.
An acute shortage of staff is usually observed among salespeople and cashiers. Typically, the initial staff is trained in the training centers of the hypermarket itself. Traditionally, the initial staff are local residents who believe that, given approximately equal pay in the trade, it would be an advantage to work close to home. In large cities, personnel from other (less affluent) regions are recruited for ordinary positions.

The Village decided to launch a series of materials in which the editors will talk about how popular city places are arranged. We decided to start with a supermarket - most people come here every day.

On request "Supermarket Moscow", the online directory "2GIS" gives out 4 549 organizations. The largest chain in Russia, Magnit, is from Krasnodar. It ranks third in the ranking of the largest companies according to Forbes: its revenue reached 763.5 billion rubles. Above, only "oilmen" - "Surgutneftegaz" and "Lukoil". The rating also includes the X5 group (Perekrestok and Pyaterochka chains), Dixie, Lenta and O KEY. Besides them, there are smaller chains in Moscow. I learned how everything works there.

New stores

Any grocery chain, if it is more than five or six stores, has its own back office. The chain "Ya Lyubimy" has it in the Tiera business center, where they are engaged in the selection of goods, logistics, hiring personnel, control system, finance, marketing - only 200 employees. Before opening a new store, you need to conduct research and count the number of residential buildings, assess car traffic, monitor competitors, and attendance. Of course, it is more profitable to enter the newly built area, where tenants just call in, but there are almost no shops there. Mikael Iordanyan, deputy director for trade of the supermarket chain "I am Lyubimy", says that there is such a supermarket in the Grad Moskovsky microdistrict: "We want to add cash desks 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 an interview, we meet in a supermarket on Nosovikhinskoe highway, opposite which is located "Auchan".

In addition to shops, employees monitor nearby food markets, grocery stores, and individual milk and meat stores. Even when opening a new outlet, it is important to estimate the approximate attendance: according to Mikael Iordanian, no matter how good the store is, the customer will not walk further than one and a half to two kilometers, and will not go if the distance to the supermarket is more than seven to eight kilometers. So, a circle is drawn around the store in order to understand what the pedestrian traffic will be and what the car traffic 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 a day for a store that is half as much.

square meters- area
trading floor

human works
in the supermarket

meters- maximum height of the shelves

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 a competing store in the morning and saves a receipt, in the evening he comes again and breaks through the goods at the same checkout. So, by the check number, you can understand how many purchases were made today at this checkout, multiply by the number of checkouts and approximately calculate how many people entered. Of course, it should be borne in mind that the point of sale reaches its capacity in about a year, so often the owners have to keep the required range of products, even if it is financially unprofitable. “The goal is to accustom the buyer to what we have,” explains Yordanyan. Sometimes sites have to be abandoned, the reasons are different - transport accessibility (for example, it is difficult to unload and load goods in the center), high rental costs or lack of a target audience.

The managers do not choose the working hours of the supermarkets "I am Lyubimiy" - all the shops are round the clock. Moreover, the employees admit that such a step is an image one, so that "the client knows that we are always open to the buyer." According to them, from a financial point of view, this is not profitable in any of the stores after the introduction of a ban on the sale of alcohol: nightly receipts do not cover either the cost of electricity or the cost of people per shift. “Consider this an investment in marketing,” explains Yordanyan.

Rush hours in the shops that are in the sleeping bag run from 5:00 pm to 9:00 pm, when a lot of people return from work. In office districts, activity increases during lunchtime - from 12:00 to 16:00. Predictably, most purchases occur on Friday and weekends, and Monday is considered a dead day when revenue is the lowest in the week. Usually on Mondays, stores take over the bulk of the suppliers and fill the room after the slaughter trade on the weekends.

How food ends up on the shelves

Category managers make sure that new products regularly appear on supermarket shelves. Each of them is responsible for different groups of goods: some for groceries, others for non-food products, still others for children, and so on. Supermarkets themselves look for suppliers, often suppliers contact category managers and give them a try of their product. The task of the 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 carries out their tasting 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, a new supplier is given a trial period, during which they look at how the partner fulfills its obligations and whether the product is being sold successfully. 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, then 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 the supermarket, but half of them work at most, is explained simply: the number of cash registers is calculated from the maximum store attendance (yes, this is New Year's and sometimes March 8). Adding cash registers is expensive, and on all other days it is simply unprofitable to take all cashiers to a shift. Here, on the Nosovikhinskoe highway, there are only seven ticket offices, of which four work on weekends, two or three on weekdays, and a couple of cashiers serve the night shoppers.

Store director Nadia Botasheva says that about 50 people work in shifts throughout the supermarket - the store director, a couple of deputies, sales floor employees, cashiers, security officers, loaders, security guards, warehouse workers. The working day of cashiers, as a rule, is 12 hours: some work from 08:00, others from 09:00. You can often see an ad at the checkout in supermarkets, which encourages you to call if the queue exceeds four people - this is how supermarkets are trying to save money. There are no advertisements in "I am darling", but there is an agreement with the security personnel: if they see a large queue, and the cashier is at dinner, he will be called into the hall. If the situation is critical, then the senior of the security service shift himself sits down at the cash register.

How everything is arranged on the shelves

“Everything is logical in the store, so that it is convenient to buy,” says Anastasia Chulkova, visual merchandising manager. According to her, the concept of the store is aimed at imitating the European market - comfort, mouth-watering smells and bright colors. In this case, the buyer's route is built according to the same model for supermarkets, based on the consumer basket, which contains 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 walked around the entire area of ​​the store. Here, as in many supermarkets, fruits and vegetables are placed at the entrance. The secret is simple - it all whets the appetite, which forces the buyer to put more in the basket than he originally planned. Already from the entrance you can see almost everything that is in the store - the windows are not accidentally located obliquely: this provides a good overview. Further, it is logical to put vegetable preservation: if the buyer does not take fresh products, then, perhaps, prefers preservation to them. After groceries (in professional slang "dry shelf": cereals, salt, sugar, cereals, cookies) and alcohol.

One smoothly flows into another: for example, in the alcohol zone there are sweets and chocolates, and next to meat and fish are sauces, spices and pasta. In the center of the store there is a large round showcase with meat and fish (here all this is called the "fresh zone") and with cheese-sausage and cookery (ready-made salads, sushi) on the other side. Such placement, according to the leaders, was spied on the market, it inspires more confidence in the buyer - everything that lies in the window can be well examined and even tried.

The location of the products in the supermarket

Vegetables and fruits

Alcohol

Bread and baked goods

Fresh zone

Dairy gastronomy

Household chemicals

There is also a trick in the backlighting: light with a red tint is directed at the meat, and at the fish - with a blue one, so the products acquire a more natural color and look more appetizing. In the farthest corner of the store, there is a full-cycle bakery and a small cafe with tables. Here, packaged bread and own bakery products are sold in an open showcase. “The specificity in Russia is that people want to touch the bread. They have to make sure it's soft, ”says the deputy director of trade and points to the open shelves.

After that, there are dairy products, drinks and at the very exit at the checkout there are household chemicals. This is generally the golden rule - chemistry, because of its smell, should be separate. As a rule, there is alcohol at the checkouts, because these are the most successful shelves for sale. And not even because you are standing in line and looking at everything that is nearby (although different little things hang here for exactly this reason). The fact is that the buyer will still not be able to pass by the cash registers - the goods have to be paid for. And for alcohol, it's not a secret for anyone, the marginality is quite high, so the most profitable place is given for it.

There are no high shelves in the supermarket - the maximum height reaches 1.7 meters, so it will be convenient for the buyer to reach for any product. The best selling positions are at eye level - these are the best places to sell. Therefore, such shelf space is often bought by distributors themselves when they need to increase sales or promote a new product. In addition to popularity, 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 slides along the shelf.

In addition to 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 smooth transition of color on the shelves from product to product, and not when there are clumsy spots all around. Therefore, where possible, employees arrange products by packaging from dark to light or from light to dark. This is how compotes stand, for example.

Another factor is smell. There is a direction of scent marketing, which is engaged in attracting buyers with different aromas. In "I am a favorite" they tried to spray the smell of coffee on purpose, but they quickly abandoned this idea: the aroma did not look like the real one. We decided to focus only on the real smell of the bakery. All music content is broadcast from the central office, which means that stores do not have the ability to change music on their own. Includes calm and one that is allowed for public use. Slow compositions slow down the heartbeat, so the person stops rushing, which means that they spend more time in the store. And to make purchases are stimulated by bright wobblers - price tags on which, as a rule, a discount price is indicated. In stores, by the way, they noticed that customers began to really save and count their money. People are more active in responding to instant discounts: they would rather buy a product with a 20% discount now than accumulate points on the 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 product, plus they look at the product itself, whether it meets the quality and safety indicators. 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 hammered into the 1C accounting system (and in this database you can always see which goods will soon deteriorate), the sellers themselves enter the expiration dates of the goods manually in special notebooks so that they always know if it is fresh. Plus, all the stores of the chain have a common chat in the messenger, where employees can write messages with their suspicions about the product. For example, some products still fit within the shelf life, and the packaging is swollen. Then the store, where they found this, writes to everyone else so that they check this brand in 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, a product quality department has appeared in the company, which conducts unscheduled inspections of stores with sending goods for examination. All spoiled products are recycled.

“In the field of sales, there is such a concept as a markdown,” says Mikael Iordanyan. He claims that such a system is not practiced in their supermarkets, but explains that this is a price reduction for products that are nearing the end of their shelf life. In general, the item must be removed from the shelf 24 hours before its expiration date. Employees are not allowed to launch into the store a final product that has less than 70% of the time from the date of issue.

Photos: Ivan Anisimov

Illustration: Nastya Grigorieva

This is a set of goods and services that provide a comfortable and full-fledged living of a person throughout the year and satisfy his minimum needs. To determine its total cost, the average price for the entire minimum set of food products is taken and multiplied by two.

What is included in the consumer basket?

  • Foodstuffs.
  • Non-food products: clothing, footwear, medicines, household chemicals.
  • Utility bills, transport, cultural events.

According to the consumer basket, an adult working person is entitled to a ton of food products per year (or rather, 1018.3 kg). Among them are baked goods, meat and fish, vegetables and, eggs, spices, tea and coffee, milk and milk products. How much money does it take to purchase these goods?

Taking into account different pricing policies, prices for products in different regions of Russia may differ. The most expensive, in terms of food costs, are traditionally Moscow and St. Petersburg. But even within the same city, food prices can vary significantly. How important - the journalist of Roskontrol tried to find out, having visited Ashan, Pyaterochka, Victoria, Magnolia, Perekrestok, Karusel, Azbuka Vkusa, Magnet.

Roskontrol employees monitored the prices of the cheapest food products presented in these stores. After examining the prices, we got an idea in which of the stores the grocery basket will be generally the cheapest, and in which - the most expensive. They also found out whether the reputation of “cheap” and “expensive” stores is always justified.


For reference:

The concept of a consumer basket exists in all countries of the world. If we compare its composition in Russia, Europe and America, then the situation will be as follows. Thus, the PC of England includes 350 goods and services, Germany - 475, the States - 300, and in Russia - 156.

Food products occupy almost half of the list of the consumer basket in Russia. In the consumer baskets of developed countries, food accounts for only 20 percent.

So, the most budgetary chain is Auchan. It will cost 65,573 rubles a year to form a grocery basket in it (or 5,465 rubles a month). Next comes "Magnet". The annual food budget is 94,747 rubles. Monthly - 7 896 rubles. Further - "Pyaterochka" (a year - 95,508 rubles, a month of purchases - 7,959 rubles).

In 4-7 places, respectively, "Carousel" (year - 103 846 rubles, month - 8 654 rubles), "Magnolia" (year - 109 034 rubles, month - 9 086 rubles), "Perekrestok" (year - 111 333 rubles, a month - 9 278 rubles), "Victoria" (a year - 115 825 rubles, a month - 9 653 rubles).

The review is closed by the "ABC of taste". The most expensive store in our review. The annual budget for the grocery basket here turned out to be 185,075 rubles. Monthly - 15 423 rubles.

Price leaders for individual items

What has changed in the grocery basket in 2013?


Internet marketer, editor of the site "In an accessible language"
Date of publication: 02.04.2018


Shopping in large stores has become part of the daily routine for most people living in cities. From smaller settlements, they specially come to certain "points" where huge shopping centers are located, so that the fashionable trend of centralization and an increase in sites 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 to shop? It's not that difficult ...

History of large stores

The emergence of “large-scale” stores is, on the one hand, the legacy of fairs and spontaneous markets that have existed since ancient times. On the other hand, it is an absolutely postindustrial phenomenon associated with the widespread and availability of cars. A person no longer needs to carry all purchases in his hands, at best, attracting helpers - from servants to household members. You can get in the car, come and buy everything, load it into the cart.

Oddly enough, prototypes of modern hypermarkets existed in the 19th century, although city dwellers did not use such stores, preferring to bypass their favorite stores with familiar merchants and a small amount of goods. The hypermarkets were meant for farmers living in villages.

They came in carts to buy in one fell swoop:

  • products;
  • home tools;
  • Construction Materials;
  • animal feed;
  • fabrics.

And much more.

After that, the farmers returned home to return to the market again only a few weeks later. Of course, it was more convenient for them to shop at huge sites, similar to warehouses. Sellers, however, saw their benefit in the ability to sell goods immediately in bulk, spending at a minimum 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 why they arose was the invention of the trolley on wheels. Since then, people did not have to hold everything they chose in their hands until the cash register, and then they could already get into the car. Or call a taxi.

Interesting fact: the Soviet "tracing paper" of the supermarket was department stores

What are the differences between a supermarket and a hypermarket?

And he and the other - large platform stores, which sell various goods. The common thing for both types is self-service, that is, it is assumed that the client comes, takes the cart and walks through the rows, choosing the necessary things. Perhaps this is the only obvious similarity, because then the differences between the types of stores begin.

Dimensions (edit)

Hyper is more than super. The way it is. A supermarket rarely exceeds 2,500 square meters, 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 on such a huge area, some modern hypermarkets, in addition to traditional carts, offer a kind of mini-car. You sit down and drive as if by car.

Features of the territory

Hypermarkets are too big to add anything else. 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 there are sure to have their own eateries, places of rest, branded food courts.

A good example is the well-known IKEA. Supermarkets feel good in shopping centers, they are often combined with cinemas and other establishments.

Location

Too many hypermarkets in the city are not profitable, there is too much competition between them. It is preferable to put from five to twenty, depending on the size of the settlement, and most of them are closer to the border, so that people from neighboring villages and villages can easily get there. Supermarkets are located literally at every turn, in one large district there can be up to five.

Range

If you go to the supermarket, you will find products for all occasions - from meat to pastry. You will also find essential goods, hygiene supplies, detergents. Usually there is nothing else. The hypermarket offers a wider range of products, including:

  • food, drinks;
  • cosmetics;
  • household chemicals, household goods;
  • farm products - seedlings, shovels, even lawn mowers and snow plows;
  • Appliances;
  • children's products;
  • clothing and footwear.

In the hypermarket, you can find almost anything - from cat food to auto parts. The principle, left over from the 19th century, remains to this day: to come to one store and buy everyone 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 a product "face", it is important to make it cheap and allow you to buy a lot at once.

Supermarkets, although there are different price segments, are still designed for a more "premium" category of customers. Therefore, the offered products are washed, cleaned, never sold in boxes or in a “just dug out of the ground” condition. The presentation and aesthetics, the correct arrangement of positions on the shelves is a whole art, followed by the supermarket itself and the brands represented in it.

Parking

A supermarket can be located across the street - within walking distance. Such shops rarely go broke for their own parking spaces. As a last resort, the parking lot will belong to the shopping center where the supermarket is located.

In the case of a hypermarket without its own, including covered, parking is impossible - very rarely people come to such points of sale on foot, 99% of the buyer will be behind the wheel, therefore, he needs to provide comfort.

Hypermarket and supermarket are really very different from each other. But the main feature is the goal, to come for a small amount of food, or to buy "all at once" for a long time.

 

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