Dictionary of Marketing Terms: hypermarket
hypermarket
variation of a supermarket that offers a variety of nonfood items, such as appliances, clothing, and services, in a vast space much larger than a regular supermarket, sometimes in excess of 200,000 square feet; also called superstore. The grocery items are often priced below market to draw traffic into the store; however, the grocery selection is also more limited than in a regular supermarket. Originated in France, the hypermarket has had limited success in the U.S. due to consumer resistance to the limited grocery selection and the warehouse atmosphere. Success in Europe is attributed to the fact that fewer alternatives are available. Compared to regular supermarkets, a large volume of goods must be sold to break even.
