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Nouveaux espaces commerciaux ,Guerre des prix entre hypermarchés - Algerie360
L’Algérie est le pays qui compte le plus grand nombre d’hypermarchés au Maghreb, un secteur très lucratif, avec un chiffre d’affaires annuel de plus de 500 milliards de centimes, mais qui s’inquiète avec la crise et le pouvoir d’achat en baisse.
Hommes d’affaires, groupe d’entreprises, actionnaires, investisseurs étrangers, et sociétés de renom, le secteur des grandes surfaces est devenu en l’espace de deux ans seulement une zone à grand investissement. Ce secteur, autrefois délaissé, attire aujourd’hui de plus en plus les convoitises de ces derniers qui tentent de faire mieux devant une rude concurrence.
L’hypermarché ouvert récemment à Blida est une preuve de cette nouvelle «guerre» des hypermarchés, voire une nouvelle «guerre» des prix. Ici, un groupe spécialisé dans l’agroalimentaire s’est lancé dans les grandes surfaces en inaugurant son premier «Show Room» d’une superficie de plus de 2 000 m². En plus des magasins luxueux, les responsables de cet hypermarché ont pensé même à une piscine haut de gamme et une salle de sport luxueuse à l’intérieur même de cette grande surface. Du jamais vu en Algérie. A Alger, une dizaine de grandes surfaces sont implantées. A Kouba, Bab Ezzouar, Sidi Yahia, Chéraga, Dar El Beida, de luxueuses grandes surfaces se sont lancées dans une «guerre» des prix. Chaque hypermarché tente de convaincre ses clients, en procédant souvent à la baisse des prix par le biais de promotions, et surtout à mobiliser des soldes, rien que pour attirer les clients. Face à cette rude concurrence qu’en est-il des employés de ces hypermarchés ? Quelles sont leurs conditions de travail ? Ils travaillent dur avec un salaire qui reste modeste. Toutefois, la plupart disent être satisfaits des conditions de travail. Avec un salaire mensuel moyen de 25 000 DA, les salariés des hypermarchés pensent qu’il est peut-être bas mais restent confiant en l’avenir. Le centre commercial près de Aïn Naâdja n’est pas tout à fait comme les autres, d’autant qu’ici les clients sont souvent des personnes âgées qui habitent aux alentours. Des retraités s’y sentent tellement bien qu’ils y passent tout leur après-midi, selon un responsable de cet hypermarché. Le directeur connaît bien ses clients. Des clients habitués à faire leurs courses dans cet hypermarché, malgré les magasins ouverts juste à côté. La raison : les prix sont beaucoup plus cléments. Pour Madame S. Zahia, une résidante de la Cité des 500 logements à Ain Naâdja, «c’est un drôle d’endroit de se retrouver entre voisines pour faire les courses. Nous sommes satisfaits des prix, car il y a une différence intéressante par rapport aux au-tres magasins du quartier», confie-telle. Une surface de 1 000 m², 50 employés et un chiffre d’affaire important, cet hypermarché a toute les caractéristiques d’un carrefour classique. «Dans une grande distribution classique vous avez des actionnaires qui veulent absolument des résultats, et que des résultats», souligne une jeune caissière. Toutefois, ce centre commercial subit la crise de plein fouet. Les hypermarchés du pays ont connu des pertes importantes en deux ans devant la baisse du pouvoir d’achat des Algériens. Face à cette situation, des ruses ont été employées par les hypermarchés. «C’est une façon d’attirer les clients. Il y a par exemple de bonnes affaires sur les produits qui n’intéressent par les clients. Ces articles sont bien présentés et du coup ils se vendent car les clients se rabattent sur eux».
Le Groupe Sim investit dans les grandes surfaces
Avec une piscine de luxe et une salle de sport haut de gamme, le groupe «Sim», spécialisé dans l’agro-alimentaire, a investit dans les grandes surfaces. Son premier luxueux hypermarché a ouvert il y a quelques temps dans la ville de Blida. Il jouxte une autre grande surface, à quelques centaines de mètres seulement, lançant ainsi une rude concurrence «commerciale». La clientèle est très importantes, chaque jour, c’est le rush. Chaque matin, Ahmed, un employé de la grande surface de Blida se présente à l’aube. A 30 ans, ce poissonnier reconstruit le rayon pour garantir la fraîcheur du poisson et renouvelle la glace. Chaque matin, pas moins de 20 personnes sont mobilisées pour remplir les rayons, brassant des tonnes de vêtements, des produits alimentaires, des produits laitiers, de la viande fraîche et bien d’autres articles. L’ensemble du personnel ayant terminé le travail, c’est l‘heure de l’ouverture des portails. Un quart d’heure après et c’est déjà le rush.
La guerre des nerfs autour du client
L’an dernier, à l’occasion de la fête du réveillon, le chiffre d’affaire des hypermarchés avait doublé, voire triplé, dans certaines grandes surfaces. Hormis ces périodes, le chiffre d’affaires est moins intéressant. Pire, les Algériens ont réduit leurs achats et l’inquiétude gagne les responsables des hypermarchés. Face à cette situation, les hypermarchés ont tenté de trouver une solution. Le premier souci de ces grandes surfaces reste bien entendu le client. Pour ces acteurs commerciaux, il est impératif d’attirer les clients dans le but de booster le chiffre d’affaires. Pour cette raison, les directeurs des centres commerciaux pensent à innover. Ils cherchent toujours à convaincre leurs clients pour attirer plus d’acheteurs. Pour cela, ils ont mobilisé de nouveaux rayons, de nouveaux produits et, parfois procèdent à des opérations d’achat par facilité, notamment pour ce qui concerne l’électroménager. C’est le cas de l’hypermarché de Blida. Ici, la maison accepte des paiements par tranche pour l’achat d’un téléviseur de dernière génération. Des ruses qui ont prouvé leur efficacité dans la mesure où les ventes ont connu une nette croissance
Par Sofiane Abi