Consumers are changing, and trade too. Whereas laws are constantly evolving, new trade offers are also emerging. And the Caen conurbation is particularly in the limelight, its trade and retail offer having increased over the past months. A Synergia breakfast debate on the 28th of January reviewed the current situation.

No trade without law. But laws are changing. “The LME for example (Law on Modernising the Economy), of European inspiration, is now in force and has brought with it new criteria such as integrating retail projects within town and country planning and sustainable development schemes,” explains Mr Eric Vève, a public lawyer in Caen. Another important aspect is that thresholds have been increased: mandatory authorisation was formerly required for surface areas above 300m2; today, the threshold has been raised to 1,000m2. “However, the system is but transitory,” added Mr Vève, “for the parliamentary adoption of the Charié report on retail planning could well lift further restrictions within the current system.”

Frédéric Delbos, development director at the Agence d’études d’urbanisme de Caen-Métropole (Aucame), along with Benjamin Crikelaire, manager of the economic information and analysis department at the Caen Chamber of Commerce and Industry, then intervened to illustrate the spectacular expansion of the trade offer throughout the conurbation (an urban area of 384,000 inhabitant and a customer catchment area of 186,000 households). “137,000m2 authorised in the space of 7 years, i.e. a 30% increase in the total trade surface area, often involving the creation of trade outlets in locations hitherto unexplored.” For the customer catchment area alone, there are 11 hypermarkets (+ 2,500m2), representing a turnover of 600 million Euros. The two specialists estimate, “a total trade turnover of 1.8 billion Euros”. And expansion is continuing. “The Caen conurbation has invested in a number of brand new trade outlets, by accepting 115,000m2 out of a total of the 163,000m2 put forward. It’s sure to have an effect,” highlighted Benjamin Crikelaire. Particularly with regard to traditional trading, “which is holding strong despite concern over the retail sector.” Frédéric Delbos and Benjamin Crikelaire concluded their presentation by noting that, whereas these new amenities contribute to renewing the conurbation’s global trade offer, “there is a risk of a progressive drift between supply and demand.”

Chairman of the Leclerc hypermarkets in Caen and Ifs, Bernard Gruau has noted that fewer consumers now actually go to supermarkets: “indeed, there are new forms of trading such as internet buying, among others.” And to challenge this new wave, Bernard Gruau has created an “Express Drive” service offering customers the opportunity to order via internet and to collect their goods at a specific pick-up point (see photo above) “The service is meeting with success with over 4,000 orders per week and an average basket of 80 Euros,” he highlighted. Similarly, delivery services such as “self-scanning” are also highly successful. The customer is required to physically go to the shop, however, he/she does not need to handle goods.

Christophe Chenevière, Decathlon’s development manager, who is lending a keen ear to tomorrow’s consumer needs, then presented the group’s Mondeville-based project. “Our traditional “selling machines” are outdated. We need to create a genuine environment around our sales points. Tomorrow’s hurdles will be easier to overcome. Our leading names in the retail and supermarket trade need to stay in line with changes in consumer habits, in particular with regard to internet,” he stressed. The Decathlon project will cover a total surface area of 34 hectares including the CAR - Centre d’Approvisionnement logistique Régional (regional logistics and supply centre), and the village, names “Oxylane”, only 200 metres from Mondeville 2’s existing stores. “On site, stores, services, events and activities will cohabit in perfect harmony. Vast green areas will offer the opportunity for sports enthusiasts to indulge in their favourite pastimes and to discover many others. Making sport more accessible to all is not only a matter of reducing cost, but also of innovating by offering sporting facilities which are increasingly easy to use. More sporting pleasure does not necessary mean more effort,” added Christophe Chenevière. Other names will be joining Decathlon to reinforce the project’s concept focusing on sport, health and well-being, within an environment which is to be baptised “Oxylane Village”, the new name for the latest in fitness parks. “We’re wagering on the future.” To be continued…

(1) Mr Vève has published two articles (on the impact of the LME on retail planning, and on pre-emptive rights on trade outlets) in the supplement of the Gazette des Communes des Départements et des Régions’ 2nd February 2009 issue.

Eric Vève
Lawyer in the courts of Caen
Tél. : 02 31 46 96 66

Frédéric Delbos
Development director at the Agence d’études d’urbanisme de Caen-Métropole (Aucame)Tel:02 31 86 90 19
Tél. : 02 31 86 90 19

Benjamin Crikelaire
Manager of the Caen Chamber of Commerce and Industry’s economic information and analysis department
Tél. : 02 31 54 55 50

Bernard Gruau
Chairman of the Leclerc hypermarkets in Caen and Ifs,
Tél. : 02 31 85 75 61

Christophe Chenevière
Development Manager for Decathlon
Tél. : 02 31 35 71 40

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