Atak supermarket deceives customers. Auchan will not develop the Atak brand Almost a year after the merger of Auchan and Atak within Auchan Retail Russia, the French retailer decided to abandon the existing supermarket brand
In the Pechatniki district of Moscow, the Atak chain supermarket has been trading for several days in a row in gross violations of the Law on the Protection of Consumer Rights and the Civil Code of the Russian Federation.
Entrance to the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
About signs of violation of consumer rights in the Atak store on the street. Guryanova, 61 I learned from a post by one of the residents of the Pechatniki district, which he posted in the group "Honest Printers" on the social network VKontakte.
The next day I decided to check if everything was really as it was. Alexander Yorzikov said on social networks.
I’ll say right away that the information was completely confirmed, and based on the results of the public check, I prepared a story.
Announcements were posted throughout the store, in which, on behalf of the administration, it was reported that the prices on the price tags may not correspond to the real prices of the goods. In this case, “no difference in price will be made.”
During the inspection, it turned out that the difference in price for some goods reached up to 30%.
A can of coffee, for example, which, judging by the price tag, should have cost 204 rubles, in fact cost 279 rubles.
And customers only found out about such surprises directly at the checkout, when the cashier announced to them the amount they had to pay for the goods.
Receipt for purchased coffee at the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
It's the same story with milk.
Product on display at the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
On the display case milk costs 44 rubles. 10 kopecks And at the checkout it turns out that milk costs 56 rubles. 80 kop.
Receipt for purchased milk at the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
The situation with prices for household chemicals was no better. On the display case the price for FAIRY detergent is 60 rubles. 50 kopecks - it's at a discount. Without discount - 82 rub. 90 kopecks
Product on display at the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
But at the checkout they announced a completely different amount to me, there was no bark on the price tag at all - 98 rubles!
Receipt for purchased dishwashing liquid at the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
Despite the fact that the advertisements stated that the difference in the price of the product would not be returned to customers, especially attentive and persistent customers were still refunded the difference in price.
To less persistent citizens, sellers refused to sell goods at the price indicated on the price tags. At best, they received a return of the goods.
Surely many buyers did not notice the deception at all.
Advertisements in the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
After half an hour I spent in the store, the supermarket employees decided to remove the advertisements with misinformation.
A store employee removes advertisements from shop windows (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
But the problem was not solved in this way, the administrator could not be found, and the senior cashier refused to communicate with me.
But after the police arrived, the administrator immediately showed up and began answering questions. In the presence of the police, a representative of the Atak retail chain promised that the problem would be resolved within half an hour.
Police officers arriving at the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
In addition, the administrator reported that “technical problems”, due to which the store grossly violates trade rules, have been observed since Saturday (12/02/2017). That is, the store has been operating in gross violations of the laws and has been deceiving customers for 5 days.
Police officers communicate with the store administrator (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
But the problem was not solved either after half an hour, or an hour, or until the end of the day.
Sign at the entrance to the Atak store (Pechatniki district, Guryanova St., 61) Photo: Rustam Bilyalov
I was informed that technical problems and pricing scams continued the next day. Based on the violations identified, I will send appropriate appeals to Rospotrebnadzor and the Moscow Department of Trade and Services.
If you encounter similar violations in this supermarket (and not only this one), then I urge you to follow my example.
"Atac" (French Atac) is a French chain of discount food stores. Owned by Groupe Auchan SA.
Owns 2,225 supermarkets (726 own and 1,499 franchised) in 5 countries: France (Simply Market), Italy (Simply Market), Poland (Elea), Spain (Simply Market) and Russia (Atak). Simply Market is a new format into which Atak supermarkets are moving.
"Atak Russia" includes 175 supermarkets (October 2016), located in Moscow, the Moscow region, Penza, Vladimir, Kaluga, Ryazan, Tver, Tula (Kosaya Gora), Yaroslavl, Rybinsk, Nizhny Novgorod and Kazan.
In Russia, the AuchanSuper branch was opened in 2004, and in October 2005, under the guise of Atak Supermarket, the first supermarket in Russia was opened. Supermarkets are positioned as “convenience stores” designed for customers living within walking distance of the stores. All Atak stores are open daily from 9:00 to 22:00.
“Atak” is a discounter of the “Auchan” company, and the assortment includes products from internal brands of the “Auchan” hypermarket (for example, “Every Day”).
Auchan abandons the Atak supermarket brand
12 10, 2016, 13:30
Almost a year after the merger of Auchan and Atak within Auchan Retail Russia, the French retailer decided to abandon the existing supermarket brand.
In the next year and a half, all Atak stores will change their sign to Auchan, and they will also be renovated. Russia was the last country in which Atak stores operate.
The French retailer Auchan Retail Russia will invest more than 1 billion rubles. in the rebranding of Russian Atak supermarkets, said company president Jean-Pierre Germain. Today there are 180 Atak stores; within a year and a half they will be reorganized into Auchan. “This implies not only a change of sign, but also a change in concept, for example, expanding the range in the fresh category,” emphasized Mr. Germain.
The first Atak supermarket was opened in Russia in 2005. Until 2009, stores with this sign operated in France, Spain, Poland and Italy, but later they were renamed Simply Market. The Atak brand has been preserved only in the Russian Federation. The chain entered Auchan Retail Russia at the end of 2015 as part of the business restructuring of the Auchan group, when retail assets were combined into an autonomous structure within the holding. Before this, Atak worked separately from the Russian office of Auchan and reported directly to the French company of the same name.
The retailer explained the abandonment of the Atak brand by the desire to focus on developing the stronger Auchan brand. “This is one of the stages of the company’s transformation and is aimed at increasing efficiency and developing the omnichannel network,” says Auhcan Retail Russia. The head of Infoline-Analytics, Mikhail Burmistrov, does not agree: “Today, the Atak brand in the supermarket segment is more attractive to buyers than Auchan, so the advantages of rebranding are not obvious, and the risks are very significant.”
Atak has good sales and development dynamics, while Auchan is losing ground somewhat due to increased competition, including due to a decrease in the efficiency of operational processes at the store level, the expert explains. According to Infoline-Analytics, in the first half of 2016, Atak’s revenue grew by more than 15%, to 38.4 billion rubles, and Auchan’s revenue grew by only 4%, to 170 billion rubles.
In addition, Mr. Burmistrov continues, the announced investments (6 million rubles per store) significantly exceed the costs of replacing the sign, but are not sufficient for serious qualitative transformations. “The renovation of one Pyaterochka and Magnit store cost an average of 6-8 million rubles, although their area is approximately two to three times smaller than that of Atak,” says the expert.
According to his estimates, for improvements in Atak to be noticeable to the buyer and to ensure an increase in traffic and average check, the retailer needs to invest at least 15-20 million rubles. into one object. On average, Perekrestok invests about 50 million rubles in the renovation of one supermarket. and after six months achieves comparable sales growth of 20%, says Mikhail Burmistrov.
In parallel with the renovation of existing supermarkets, Auchan intends to open 20 stores in this format by the end of the year and the same number over the next year. From 2018, when the rebranding is completed, the company will launch 35-40 supermarkets a year, Jean-Pierre Germain specified, without naming the expected investments. The trading area of Auchan supermarkets can range from 800 to 4 thousand square meters. m.
Auchan abandons the Atak supermarket brand
12 10, 2016, 13:30
Almost a year after the merger of Auchan and Atak within Auchan Retail Russia, the French retailer decided to abandon the existing supermarket brand.
In the next year and a half, all Atak stores will change their sign to Auchan, and they will also be renovated. Russia was the last country in which Atak stores operate.
The French retailer Auchan Retail Russia will invest more than 1 billion rubles. in the rebranding of Russian Atak supermarkets, said company president Jean-Pierre Germain. Today there are 180 Atak stores; within a year and a half they will be reorganized into Auchan. “This implies not only a change of sign, but also a change in concept, for example, expanding the range in the fresh category,” emphasized Mr. Germain.
The first Atak supermarket was opened in Russia in 2005. Until 2009, stores with this sign operated in France, Spain, Poland and Italy, but later they were renamed Simply Market. The Atak brand has been preserved only in the Russian Federation. The chain entered Auchan Retail Russia at the end of 2015 as part of the business restructuring of the Auchan group, when retail assets were combined into an autonomous structure within the holding. Before this, Atak worked separately from the Russian office of Auchan and reported directly to the French company of the same name.
The retailer explained the abandonment of the Atak brand by the desire to focus on developing the stronger Auchan brand. “This is one of the stages of the company’s transformation and is aimed at increasing efficiency and developing the omnichannel network,” says Auhcan Retail Russia. The head of Infoline-Analytics, Mikhail Burmistrov, does not agree: “Today, the Atak brand in the supermarket segment is more attractive to buyers than Auchan, so the advantages of rebranding are not obvious, and the risks are very significant.”
Atak has good sales and development dynamics, while Auchan is losing ground somewhat due to increased competition, including due to a decrease in the efficiency of operational processes at the store level, the expert explains. According to Infoline-Analytics, in the first half of 2016, Atak’s revenue grew by more than 15%, to 38.4 billion rubles, and Auchan’s revenue grew by only 4%, to 170 billion rubles.
In addition, Mr. Burmistrov continues, the announced investments (6 million rubles per store) significantly exceed the costs of replacing the sign, but are not sufficient for serious qualitative transformations. “The renovation of one Pyaterochka and Magnit store cost an average of 6-8 million rubles, although their area is approximately two to three times smaller than that of Atak,” says the expert.
According to his estimates, for improvements in Atak to be noticeable to the buyer and to ensure an increase in traffic and average check, the retailer needs to invest at least 15-20 million rubles. into one object. On average, Perekrestok invests about 50 million rubles in the renovation of one supermarket. and after six months achieves comparable sales growth of 20%, says Mikhail Burmistrov.
In parallel with the renovation of existing supermarkets, Auchan intends to open 20 stores in this format by the end of the year and the same number over the next year. From 2018, when the rebranding is completed, the company will launch 35-40 supermarkets a year, Jean-Pierre Germain specified, without naming the expected investments. The trading area of Auchan supermarkets can range from 800 to 4 thousand square meters. m.