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Company: Auchan SA

Brand value: US$4,785 million

Headquarter city: Croix

Industry: Retail

Year formed: 1961

Auchan is a supermarket, hypermarket and convenience store chain that has grown into a major international retailer, with operations in 17 countries. It operates over 600 hypermarkets and close to 3,000 supermarkets around the world, and has a growing e-commerce presence. Auchan’s top management has announced that in future, hypermarkets will provide services and entertainment – an experience – rather than just a place to shop. It is gradually reinventing its stores with features that combine physical and digital shopping; the first small-format My Auchan stores launched in Paris in late 2016 with a select range of everyday essentials, the option to order from Auchan.fr, and home delivery via bicycle or collection from lockers. Some physical stores, in areas with a younger demographic, will be called Auchan.fr, and the brand regularly rides on social media trends to promote certain products. It is active on Instagram, Facebook and Twitter, and provides different offers through each, aimed at different audience segments. A focus on service and innovation has led to trials in Lille of robots called wiiGO that follow shoppers and carry their shopping for them, initially for people with reduced mobility before wider implementation. The brand is also focusing its range – and offering to employees – on being “good, healthy and local”, promoting sustainable consumption and healthier eating. Auchan is family and employee-owned.