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The store format evolution
Marcos Gouvêa de Souza - CEO, GS&MD - Gouvêa de Souza
The rule is clear. Retail store formats are born, grow, become mature, reach their peak and tend to disappear. In spite of the
attempts to reinvent them in this declining age. What’s new is the evolution cycle has been happening in a much faster way, as
a result of a more dynamic process in which consumers, companies and the society, leveraged by the technological changes,
are structurally transformed. And in retailing it would not be different.
Observing this perspective in a global range, many formats that have disappeated in more mature markets, or were reshaped
in a new configuration, are still present, strongly, in emerging markets. Maybe the most significant case is the department stores.
While in the US market chains as Macy’s, Dillard’s and Bloomingdale’s have been struggling for more than 20 years, losing
market share and reducing sales and profits, and trying to reinvent themselves and consolidate the segment to survive, in
countries as Chile, Mexico, Argentina, China and India these formats are still strong.
In countries with a different structure, as the UK, France, Germany, Spain, Italy and Belgium, in which public transportation
have a strong presence (far from the US, where cars make the difference), the reinvention of the department stores included a
significant expansion of the food areas.
Chains as Printemps, Galleries Lafayette, Kaufhof, Selfridges, Rinascente and El Corte Inglés, at the same time brought in
more food to their traditional department stores, diversified their operations, creating specialized chains as a way to cope with
the challenge of reverting a declining trend.
In Brazil, the traditional department store format, with chains as Mesbla and Mappin (with a few exceptions in the North and
Northeast), was replaced by more modern fashion-oriented chains, as Renner, C&A, Riachuelo and Marisa, who have been
growing fast and increasing their market share. They differentiate themselves by focusing on different consumer profiles and by
bringing in services, specially financial ones, to increased their share of wallet in the consumer’s expenses.
And these brands, when thinking of increasing businesses, have gone to the specialized chains arena, as Marisa has been
doing with an underwear chain (as C&A tried in the past) and Renner did recently purchasing homewear chain Camicado.
A store format struggling to survive, and already dead in the mature markets, is the variety stores, whose best example in Brazil
is Lojas Americanas. This is a format that, in mature markets, did not resist to the evolution of other concepts, as the specialized
stores and the hypermarkets.
In this aspect, the hypermarkets themselves have been facing the reinvention challenge in the modern world (including
Brazil), pressed by warehouse clubs, convenience stores, hard discounters, specialized stores, foodservice, more convenient
supermarkets and even the internet, specially in the electronics and digital goods categories.
It’s worthy to highlight the efforts Carrefour, the world’s largest hypermarketer, have been doing to develop a new generation
of hypermarkets, the Planet project, tested as a pilot in Lyon, France, from August last year on and since then implemented in
several other places, in Italy, Spain, Belgium, Turkey, Romania and Poland.
It is an irreversible cycle. A store format leads another to decline and will be in the downward side sometime in the future,
having to work on its reinvention.
The new components are more dramatic behavior changes, as the strong growth of foodservice and the rise of the digital
channels (internet, mobile and, soon, interactive TV), that will generate even more substantive changes in the market share of
some store formats. Specially for more planned-purchase product categories, to which the convenience, safety and pragmatism
of the digital retailing are more relevant.
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