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A store tour is simply a must: Ever since the two European manufacturers and trade associations Fediyma and Edra organised their congresses together, they have offered visits to their different DIY stores to kick things off before the actual congress started, and this year’s event in Madrid was no exception.
Two fundamentally different concepts were on the programme, two exponents of which were to be seen: On the one hand was the warehouse format and on the other the DIY store, focusing on soft DIY and decorations.
First stop was a site operated by the French Groupe Adeo’s hard DIY chain Bricomart in the Rivas retail park. A limited range of products in 12 500 SKUs are offered on an area of almost 6 000 m2, which is especially interesting for (small-) craftsmen. The open space within this site with 1 100 m2 has its own checkout for large volume building supply purchases.
The counterpart to this warehouse market lies within walking distance and also belongs to Groupe Adeo. Their main distribution line Leroy Merlin has its own market here, which can almost be described as a showroom store: The customers and especially the female customers are not only lead through all the relevant product ranges but also offered well-equipped customer service points for all subject areas, for example kitchen and bathroom decorations or even cupboards. Even though this is the largest Leroy Merlin market in Spain with a sales area of 13 500 m2 and a full product range in 47 600 SKUs, it does not leave the customer with the frequently encountered feeling of being lost between the shelves.
Full shelves stacked high up to the ceiling could again be seen at station three, and again, a flawless exponent of the warehouse format. The French chain Brico Dépôt, which is part of the British Kingfisher Group in Spain, has 24 stores with a total sales area of 134 000 m2 in which 12 500 SKUs are presented; the annual turnover in Spain amounts to around € 300 mio. This concept is especially, but not only, aimed at real hard DIY fans: In the car park at the entrance to the market in Getafe, there is a presentation area for garden furniture and masonry barbecues.
Two fundamentally different concepts were on the programme, two exponents of which were to be seen: On the one hand was the warehouse format and on the other the DIY store, focusing on soft DIY and decorations.
First stop was a site operated by the French Groupe Adeo’s hard DIY chain Bricomart in the Rivas retail park. A limited range of products in 12 500 SKUs are offered on an area of almost 6 000 m2, which is especially interesting for (small-) craftsmen. The open space within this site with 1 100 m2 has its own checkout for large volume building supply purchases.
The counterpart to this warehouse market lies within walking distance and also belongs to Groupe Adeo. Their main distribution line Leroy Merlin has its own market here, which can almost be described as a showroom store: The customers and especially the female customers are not only lead through all the relevant product ranges but also offered well-equipped customer service points for all subject areas, for example kitchen and bathroom decorations or even cupboards. Even though this is the largest Leroy Merlin market in Spain with a sales area of 13 500 m2 and a full product range in 47 600 SKUs, it does not leave the customer with the frequently encountered feeling of being lost between the shelves.
Full shelves stacked high up to the ceiling could again be seen at station three, and again, a flawless exponent of the warehouse format. The French chain Brico Dépôt, which is part of the British Kingfisher Group in Spain, has 24 stores with a total sales area of 134 000 m2 in which 12 500 SKUs are presented; the annual turnover in Spain amounts to around € 300 mio. This concept is especially, but not only, aimed at real hard DIY fans: In the car park at the entrance to the market in Getafe, there is a presentation area for garden furniture and masonry barbecues.
The tour ended with a visit to Bricor. The chain is part of the Spanish department store operator El Corte Inglés…
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