Following French retailer Auchan’s launch of its price-focused electronics store Elektrodiscont in Russia last September, Banner Director Louis Askett has given an update on the trial to the local press. Askett began by stating: "At least a year is needed to look at the sales, their dynamics and the profitability of the format,” and stressed that no clear opening plan was yet in place.
Nevertheless, if the trial proves successful, it will initially be rolled out at Auchan hypermarkets in the Moscow region before possible expansion beyond the capital in the long term. The cost of the trial was not disclosed but the Banner Director said the costs were limited thanks to the proximity with the hypermarkets. In the future, these will help us to open new Elektrodiscont stores quickly, Askett added.
