Business model and intended positioning of the new proximity retail concept in France: An analysis grid applied to Casino group’s proximity branch

Business model et positionnements voulus des nouveaux concepts de proximité en France: une grille d'analyse appliquée à la branche proximité de Casino

Claire Capo () and Odile Chanut ()
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Claire Capo: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Odile Chanut: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In France, new brands of proximity stores make up for the decrease of growth of GMS and meet an increased demand for convenience and services in city centers. They are based on a "generic business model": a high cost structure, an offer composed mainly of Private Brands and of many services and a franchise system. However, each brand of retail store has a specific desirable characterized by different types of proximity. This desirable positioning is analyzed through as an analysis grid decomposing seven dimensions of proximity in the field of retailing. This grid is operationalized permitting to analyze the positions of four retailing brand within Casino group's proximity branch.

Keywords: Casino group; Proximity; Retailing; Desirable positioning; Analysis Grid; Proximité; Commerce de détail; Positionnement voulu; Grille d’analyse; Casino (search for similar items in EconPapers)
Date: 2012-11-29
Note: View the original document on HAL open archive server: https://hal.science/hal-01740637
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Published in Etienne Thil, Nov 2012, Lille, France

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