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What is more supermarket or hypermarket. Difference between hypermarket and supermarket

Hypermarket format retail store, which combines the principles of a self-service store and a store divided into sales departments. A hypermarket differs from a supermarket in its large size (from 10,000 sq. m.) and an increased range of goods, numbering from 40,000 to 150,000 items.
Hypermarket areas start from 10,000 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.
During the construction and arrangement of the territory around hypermarkets, convenient access roads and the possibility of unimpeded loading and unloading of large quantities of goods in container packages are necessarily provided.
One or more large parking areas are created for customers, since the store format implies that customers make purchases by arriving in cars. Unlike other formats in hypermarkets, it is necessary to pay special attention to the convenience of customers staying for a long time; for this, points should be created Catering, toilets, shopping packaging areas, playgrounds, recreation areas, etc.
The trading floor 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 operation of 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 maximum mechanization and automation of all work related to logistics. It is supposed to supply goods 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 schemes. warehouse logistics: 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 logistics operations must be performed at a clearly specified time of the appointed date. All products are delivered in palletized form with the necessary marking of each pallet, this marking must meet the requirements, be easy to read and reflect all necessary information about the product.
The range of hypermarkets includes all categories of consumer goods. Combination of food and non food products usually varies, but can be as high as 60 and 40 percent, respectively. Goods traditional for self-service stores: meat products, eggs, dairy products, fish, groceries, canned food, frozen foods and convenience foods, soft drinks, alcohol, tobacco products, hygiene products - are presented in hypermarkets with a wider assortment and a variety of packaging options.
In addition, the product line includes products for the home, Appliances, Products for children, related products 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 delicacies, high-class alcohol and tobacco products. However, all popular goods are presented in large quantities, which makes the hypermarket format attractive to buyers. All hypermarket staff can be divided into primary (cashier, salesperson, operator trading floor, loader), production (technologist of confectionery or salad production), middle (department manager, head of department) and top management (supermarket director). As a rule, management is usually selected already with experience in similar areas. 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 for himself, consisting of specialists of a lower level.
An acute shortage of staff is usually observed among sellers and cashiers. Usually initial staff being prepared in training centers the hypermarket itself. Traditionally, entry-level staff are locals who believe that with roughly equal pay in sales, it would be an advantage to work close to home. IN major cities ordinary positions are recruited from other (less well-to-do) regions.

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.

At the request of "supermarket Moscow", the online directory "2GIS" gives out 4,549 organizations. The most large network in Russia - "Magnet" comes from Krasnodar. She is ranked third largest companies according to Forbes: its revenue reached 763.5 billion rubles. Above only the "oil" - "Surgutneftegaz" and "Lukoil". The rating also includes the X5 group (the Perekrestok and Pyaterochka networks), Dixy, Lenta and O'Key. In addition to them, smaller networks also operate in Moscow. The Village went to the store of one of them and found out how it all works.

New Stores

Any grocery chain, if it has more than five or six stores, has its own back office. It is located in the Tiera business center near the Ya Lyubimy chain, where they are engaged in the selection of goods, logistics, recruitment, control system, finance, marketing - a total of 200 employees. Before opening new shop, you need to conduct a study and count the number of residential buildings, evaluate car traffic, monitor competitors, attendance. Of course, it is more profitable to enter the newly built area, where residents are just moving in, and there are almost no shops there. Mikael Iordanyan, deputy director for trade of the Ya Lyubimy supermarket chain, says that there is such a supermarket in the Grad Moskovsky microdistrict: “We want to add cash registers and refrigerators, because we didn’t 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 Nosovikhinsky Highway, opposite which Auchan is located.

In addition to shops, employees monitor nearby food markets, grocery stores, individual milk and meat stores. Even when opening a new point, it is important to estimate the approximate attendance: according to Mikael Jordanyan, whatever 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 exceeds seven to eight kilometers. So, a circle is drawn around the store in order to understand what the pedestrian traffic will be like and what the car traffic will be like. According to the manager, it is worth opening if the planned number of visitors at the beginning of the supermarket 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 the size.

square meters- square
trading floor

Human works
in the supermarket

meters - maximum height shelves

number of units goods
in the supermarket

rubles- average check

There is also a spy method to find out the approximate number of buyers, which is practiced by many networks: a store employee makes a purchase in a competitor store in the morning and saves the receipt, then comes back in the evening and checks 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 roughly calculate how many people entered. Of course, you need to take into account that the point of sale reaches its capacity in about a year, so often the owners have to keep the right assortment of products, even if it is financially unprofitable. “The goal is to accustom the buyer to what we have,” Iordanyan explains. 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.

Managers do not choose the opening hours of the “I love” supermarkets - all stores are round-the-clock. Moreover, the employees admit that such a step is a fashion step, 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: overnight 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 that are in the "sleeping room" last from 17:00 to 21:00, when a lot of people return from work. In office areas, activity increases at 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 take the bulk of the suppliers and load the hall after a killer trade on the weekend.

How products get on the shelves

Category managers ensure that new products regularly appear on the supermarket shelves. Each of them is responsible for different groups of goods: some for groceries, others for non-food products, others for children, and so on. Supermarkets themselves look for suppliers, often suppliers 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, a new supplier is given probation, during which they look at how the partner fulfills its obligations and whether the product is successfully sold. If no problems arise, then 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

eternal question- why there are a lot of cash desks in a supermarket, but only half of them work on the strength, is simply explained: the number of cash desks is calculated from the maximum attendance of the store (yes, this is New Year and sometimes March 8). It is expensive to add cash desks, and on all other days it is simply unprofitable to bring all the cashiers into a shift. Here, on Nosovikhinsky Highway, there are only seven cash desks, four of which work on weekends, two or three on weekdays, and a couple of cashiers serve night customers.

Store director Nadia Botasheva says that about 50 people work in shifts in the entire 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-hour: some work from 08:00, others - from 09:00. You can often see an announcement at the checkout in supermarkets that calls to call if the queue exceeds four people - this is how supermarkets try to save money. There are no ads in "I'm Beloved", but there is an agreement with security officers: if they see big queue, and the cashier is at lunch, then he will be called into the hall. If the situation is critical, then the senior shift of the security service himself sits down 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 Anastasia Chulkova, visual merchandising manager. According to her, the concept of the store is aimed at imitating the European market - comfort, appetizing smells and bright colors. At the same time, 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 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 in 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 showcases are located obliquely: this ensures good review. Further, it is logical to put canned vegetables: if the buyer does not take fresh products, then he may prefer canned food to them. After groceries (in professional slang "dry shelf": cereals, salt, sugar, breakfast cereals, cookies) and alcohol.

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

Location of products in the supermarket

Vegetables and fruits

Alcohol

Bread and pastries

Fresh zone

Dairy gastronomy

Household chemicals

There is a trick in the backlight: the light is directed at the meat with a red tint, 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-service bakery and a small cafe with tables. Here, in an open showcase, packaged bread and own bakery products are sold. “Specific in Russia - people want to feel the bread. They have to make sure that it is soft,” says the deputy director of sales and points to the open shelves.

After that there are dairy products, drinks and at the very exit at the checkout - household chemicals. It's generally Golden Rule- chemistry because of its smell should stand separately. As a rule, there is alcohol at the cash registers, because these are the most successful racks for sale. And not even because you stand in line and look at everything that is nearby (although various little things hang here exactly for this reason). The fact is that the buyer will still not be able to pass by the cash registers - the goods must be paid for. And for alcohol, it's no secret to anyone, the marginality is quite high, so the most advantageous 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 any product. The best-selling positions are at eye level - these are best places for sales. Therefore, distributors themselves often buy such a place on the shelf when they need to increase sales or promote some new product. In addition to popularity, the placement is also affected by the cost of the goods: the most expensive product will be on the top left, the cheapest on the bottom right - 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. Color also affects perception: 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 in packages from dark to light or from light to dark. So are, for example, compotes.

Another factor is smell. There is a direction of aromamarketing, which is engaged in attracting buyers with different aromas. In "I'm Beloved" they tried to specially spray the smell of coffee, but this idea was quickly abandoned: the aroma did not look like a real one. We decided to focus only on the real smell of the bakery. All music content is broadcast from the central office, that is, the stores do not have the ability to independently change the music. Include calm and the one that is allowed for common use. Slow compositions slow down the heartbeat, so a person stops rushing, which means they spend more time in the store. And making purchases is stimulated by bright wobblers - price tags, which, as a rule, indicate the price at a discount. 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 the card and purchase this product with a 50% discount.

All goods pass 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, 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 into special notebooks in order to always know if they are fresh. Plus, all chain stores 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 expiration dates, and the packaging is swollen. Then the store where they found this, writes to everyone else to check this brand for themselves. The next and final degree of control is the security service, whose employees check the expiration dates of products at night, when there are much fewer visitors. Since this year, the company has a product quality department that conducts unscheduled inspections of stores with sending goods for examination. All spoiled products are sent for recycling.

“In the field of sales, there is such a thing as markdown,” says Mikayel Iordanyan. 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 have an expiration date. In general, an item must be taken off the shelf 24 hours before its expiration date. Employees are not allowed to release an end product into the store that is less than 70% of the time from the release date.

Photos: Ivan Anisimov

Illustration: Nastya Grigorieva

Internet marketer, editor of the site "Na accessible language"
Publication date: 04/02/2018

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 increase in 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 all that difficult...

History of major stores

The appearance of "large-scale" stores - 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 wide distribution and availability of cars. A person no longer needs to carry all the purchases in his hands, at best, attracting assistants - from servants to household members. You can get into the car, come and buy everything, load it into a cart.

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

They came on carts to buy in one fell swoop:

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

And much more.

After that, the farmers returned home, only to return to the market again after a few weeks. Of course, it was more convenient for them to shop at huge sites that looked like warehouses. The sellers, on the other hand, saw their benefit in the opportunity to sell the goods immediately in bulk, spending on rent at a minimum.
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 carts on wheels. Since then, people did not have to keep everything they chose in their hands until the very checkout, and then they could already get into the car. Or call a taxi.

An interesting fact: the Soviet "tracing paper" of the supermarket were department stores

What is the difference between a supermarket and a hypermarket?

Both the one and the other are large platforms-shops 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". The way it is. A supermarket rarely exceeds 2,500 square meters, while the largest hypermarkets can reach an impressive 6 hectares. It's a big area!

By the way, to make it easier for a person to walk across such a huge area, some modern hypermarkets, in addition to traditional carts, also offer a kind of mini-cars. You sit down, you go, as in a car.

Territory features

Hypermarkets are too big to add anything else to them. On the other hand, since people still come to such a huge store to buy, if not for the whole day, then for several hours, then they always have their own eateries, recreation areas, and branded food courts.

The well-known IKEA can serve as a good example. Supermarkets feel good in shopping centers, they are often combined with cinemas and other establishments.

Location

Too many hypermarkets in the city - unprofitable, extra competition between them. It is preferable to put from five to twenty, depending on the size locality, and most of them are closer to the border so that people from neighboring towns and villages can easily get there. Supermarkets are located literally at every step, in one large area there can be up to five.

Range

If you go to the supermarket, you will find there products for all occasions - from meat to confectionery. You will also find essential goods, hygiene items, 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 mowers and snowplows;
Appliances;
childen's goods;
clothes and shoes.

In the hypermarket you can find almost anything - from cat food to auto parts. The principle, which has remained since the 19th century, remains to this day: to come to one store and buy everything at once.

Product introduction

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 "in person", it is important to make it cheap and allow you 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 offered products are washed, cleaned, never sold in crates or in "just dug out of the ground" condition. Presentation and aesthetics, the correct arrangement of positions on the shelves - a whole art, which is followed by the supermarket itself, and the brands represented in it.

parking

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

In the case of a hypermarket, without its own, including covered parking, it is impossible - very rarely people come to such points of sale on foot, in 99% the buyer will be driving, therefore, he needs to ensure 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 “all at once” for a long time.

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 items: clothing, shoes, medicines, household chemicals.
Utility payments, transport, cultural events.

According to the consumer basket, an adult working person is entitled to a ton of food per year (or rather, 1018.3 kg). Among them - bakery products, meat and fish, vegetables and eggs, spices, tea and coffee, milk and milk products. How much money do you need to buy these goods?

Given the different pricing policy prices for products in different regions of Russia may differ. The most expensive, in terms of food costs, are traditionally considered to be Moscow and St. Petersburg. But even within the same city, food prices can vary significantly. How significant - tried to find out the journalist of Roskontrol, having visited "Auchan", "Pyaterochka", "Victoria", "Magnolias", "Crossroads", "Carousels", "Azbuka Vkusa", "Magnet".

Employees of Roskontrol monitored the prices of the cheapest food products presented in these stores. After studying the prices, we got an idea in which of the stores the grocery basket will be the cheapest in general, and which will be 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. So, in the PC of England, 350 goods and services are included, in Germany - 475, in the States - 300, and in Russia - 156.

Food products occupy almost half of the consumer basket in Russia. IN consumer baskets developed countries to share food products accounts for only 20 percent.

So, the most budget network is Auchan. To form a grocery basket in it will cost 65,573 rubles a year (or 5,465 rubles a month). Next up is Magnet. The annual budget for groceries is 94,747 rubles. Monthly - 7 896 rubles. Next - Pyaterochka (year - 95,508 rubles, month of purchases - 7,959 rubles).

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

Closes the review "Azbuka vkusa". 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.