What's more supermarket or hypermarket. Difference between hypermarket and supermarket. History of large stores

Perhaps every average family attends a large grocery store... After all, it is much more convenient to stock up on food for several days in advance than to buy a couple of items every day. Fortunately, large retail outlets offer a wide range of goods for every taste and wallet. In this article, we will look at how a hypermarket differs from a supermarket.

Definitions

Hypermarket – commercial enterprise, which is engaged in the sale of food and other products of a universal type, 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 on the expanses of the underdeveloped territories of America at that time. The surroundings of the settlements were gradually overgrown with numerous ranches and various small farms. It is quite obvious that from time to time their workers needed to replenish supplies. Since the road to the city sometimes took several hours or even a whole day, people tried to stock up on everything they needed. The standard list usually included not only groceries, but also nails, ropes, tools, fabrics, etc. To meet the needs of the inhabitants of the outback in large cities, department stores began to open, much like warehouses. These were the first hypermarkets.

Hypermarket

Supermarket- a trading company specializing in the sale of a wide range of food and beverages, as well as some household items. Often it is a branch of a large network. The first supermarkets also appeared in America. The invention of a trolley on wheels in 1937 was a huge stimulus for their development. The Soviet ancestors of supermarkets are considered to be supermarkets and department stores. In the first, manufactured goods were sold, there was 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. To date, they have received the widest distribution 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 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, establishments Catering, children's corners, etc. In comparison with a hypermarket, a supermarket has a rather modest size. Its minimum area is 400 square meters on average, while the maximum can reach 2500. Such stores are located both in large shopping centers and on the lower floors of residential buildings and even in basements. They rarely occupy a separate building, do not have their own parking.

As a rule, supermarkets are located within the city, in the busiest and most walkable areas. In a large settlement, there are several hundred of them. Since it is not always possible to erect a huge hypermarket building within the city limits, many retail outlets of this type are located outside of it. This does not cause much outrage 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 the supermarket near the house, walking to it on foot. It is quite obvious that the assortment of goods at such points is narrower. This is another difference between a hypermarket and a supermarket. Let's consider this item in more detail.

A hypermarket means not only huge retail space, but also a universal assortment of goods, including non-food items. The latter account for 35-50% of the positions presented. Clothes, shoes, Appliances, children's accessories, books, stationery, building materials, cosmetics - and this is not a complete list of names. Many hypermarkets target low-income people and wholesalers. They are in many ways reminiscent of warehouses, the territory of which is lined with high multi-level shelving and countless boxes of goods. All this is due to the lack of space to store a huge number of sold positions.

As for supermarkets, the range of such stores is 3-10 times lower. Food accounts for about 80% of the items presented in them. In addition, in such outlets you can buy cosmetics, household goods, printed publications, and office supplies. It is quite obvious that the choice of these products is very, very limited. In supermarkets you will not find so many boxes, crates and packages. Here, all goods are neatly arranged on the shelves and are designed primarily for a single consumer.

We have given 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 is from 4 to 60 thousand square meters	Occupies an area from 400 to 2500 square meters
Located in a separate building	It can be located in shopping centers, basements, on the lower floors of residential buildings, etc.
Has its own parking	Private parking is often not provided
May be located in the vicinity of settlements	Located within the city, in crowded places
Buyers arrive by their own transport	Visitors often come on foot
There are no more than 20 pieces in one city	The number of outlets can be hundreds
Inside resembles a warehouse	All goods are taken out of the packaging and neatly arranged on the shelves
A wide range of various products	Presented mainly food products
Buyers come no more than once a week and stock up on goods for a long time	Visitors drop in frequently, purchase everyday goods

Hypermarket format retail store, combining the principles of a self-service store and a store divided into trade departments... The hypermarket differs from the supermarket in 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 loading and unloading operations of large consignments of goods in container packages are necessarily provided.
One or several large-area parking lots are created for customers, since the store format implies that customers make purchases by arriving in their cars. Unlike other formats in hypermarkets, it is necessary to pay Special attention the convenience of buyers' stay 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 total 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 clear structuring of all logistics processes.
As a rule, all hypermarket chains operate according to one of two schemes warehouse logistics: Due to its large size, the hypermarket 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 range of non-food products is diverse, but for each individual category it is as narrow as possible in comparison with specialized shops.
Also, a feature of the hypermarket, which was created as a store with high traffic and is 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 the hypermarket can be divided into initial (cashier, seller, operator trading floor, loader), production (technologist of confectionery or salad production), middle (department manager, department head) and top management (supermarket director). 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 management managers stocks of goods... 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, entry-level personnel are trained in training centers the hypermarket itself. Traditionally, the initial staff are local residents who believe that at approximately equal pay labor in commerce, the advantage will be to work close to home. In large cities, personnel from other (less well-to-do) regions are recruited for rank-and-file 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 most large network in Russia - "Magnet" is from Krasnodar. She is ranked third largest companies on Forbes versions: 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. In addition to them, there are smaller chains operating 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, recruiting, control system, finance, marketing - only 200 employees. Before you open new shop, you need to conduct research and count the number of residential buildings, assess car traffic, monitor competitors, 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 Favorite”, 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 grocery 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 Jordanian, whatever the good shop, the buyer 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, they draw a circle 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 per day for a store that is half as much.

square meters- square
trading floor

Human working
in the supermarket

meters- maximum height of the shelves

number of units goods
in the supermarket

rubles- average check

There is also a spyware 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 back 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, in the center it is difficult to unload and load goods), high rental costs or lack of 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 ban on the sale of alcohol was introduced: 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 17:00 to 21:00, when many 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 up the room after the slaughter trade on the weekend.

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 goods: some - for groceries, others - for non-food products, the third - 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 product and carries out its 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. Typically, a new supplier is given probation, during which they watch how the partner fulfills his obligations and whether the product is being 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, then the network can terminate the contract with him unilaterally.

Who works in the supermarket

The eternal question - why there are a lot of checkouts in the supermarket, but only half of them work, is explained simply: the number of checkouts is calculated from the maximum attendance of the store (yes, this New Year and sometimes on 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 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 good overview... Further, it is logical to put canned vegetables: if the buyer does not take fresh products, then, perhaps, prefers canned food. 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 everything 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 Golden Rule- chemistry, due to 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 this very reason). The fact is that the buyer will still not be able to pass by the cash registers - the goods need to be paid for. And alcohol, it's not a secret for anyone, has a fairly high margin, 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 - this is best places for sales. 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, the cost of the product also affects the placement: the most expensive product will be on the top left, the cheapest one will be on the bottom right - this is how a person's gaze slides across 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 smooth transition of color on the shelves from product to product, and not when there are lurid 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 this idea was quickly abandoned: 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 they spend more time in the store. And to make purchases are stimulated by bright wobblers - price tags on which, as a rule, a discounted 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 the sending of goods for examination. All spoiled products are recycled.

“In the field of sales, there is such a thing as a markdown,” says Mikael Iordanyan. He argues that such a system is not practiced in their supermarkets, but explains that it is a price reduction for items 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

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 increasing 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" shops - 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 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 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 saw their advantage 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 feature of both types is self-service, that is, it is assumed that the customer 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. Better 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 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 a supermarket, you will find products there for all occasions - from meat to confectionery... 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 clippers and snow removal equipment;
Appliances;
childen's goods;
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 the 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 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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