Apr 23
A new kind of club opened Thursday in Clermont-Ferrand. Bridge? Tennis? No, DIY! Members buy a card that gives them access to 20 000 references sold on average 30% cheaper than in traditional supermarkets specialized. This offer is based on the concept of DIY Factory, a store 4500 m? (1500 m? outdoor) that tests the independent channel Bricorama (117 outlets in France).
The price of the card, 19 to 149 euros, depends on the period chosen by the customer (7, 30, 90 or 365 days). For example, a project started in spring and completed in early summer, a handyman can do some shopping Sunday for 90 days with the card paid 49 euros.Among the proposed rates: a jar of 500 ml of lacquer painting sold Dulux Valentine 9.55 EUR 19.10 EUR against average in a large area of traditional crafts (-42%), or a sink with Hansgrohe shower proposed 144 70 euros, against 209 euros elsewhere (-31%). Lower prices can reach up to 60%.
The new store, which replaces a Bricorama deficit lies in a catchment area hotly contested, close to a Leroy Merlin, a champion of "hyperchoice (50,000 references), himself leaning against a giant casino, and another discounter, Brico Depot, the brand's low-cost Castorama, both subsidiaries of the UK group Kingfisher.
Impasse on first prize
DIY Factory offers fewer products than the first radius is not proposing building materials as the second pay day loan lenders.It is also missing several major brands like Black & Decker or Bosch, all present at Leroy Merlin, preferring challenger brands recognized pros. Finally there is no first prizes at the heart of its bid, as at Brico Depot. Finally, the third linear are less than those of a trimmed Bricorama.
"It's true discount, but not the trash: we sell at low prices without making concessions on products or service levels," said Erik Haegeman Bricorama CEO, who is without some mention that discounters it considered it less fussy about quality.
"The signs attract customers with low prices to the minimum quality – on which margins are nonexistent – and hope to catch up on accessories for power tools or decoration," explains Erik Haegeman.Rather than finding an equation of higher margin sales and margins near zero, Brico Factory applies the same level of reasonable profit on its entire supply. It would be about 10%.
This "discount quality" Will it attractive enough for consumers to buy a card? Bricorama, which did not sign up now at low prices, at least fills a void. If the test proves successful DIY Plant, the least profitable Bricorama could pass under the new brand.
Comments Off