Even with positive business results this year, Casino continues to lack a clear positioning. In addition, very little of the larger Casino group’s innovations and improvements have occurred under the Casino brand banner. The retailer has a reputation for being more expensive (highest price index in France) than its competitors in both its supermarket and hypermarket formats. With a good location strategy, there is opportunity for Casino to create greater attachment with today’s French consumer who rarely sees the store as a destination. Casino has launched several convenience store formats under the Casino banner such as Casino Shopping and Casino Shop. It is working on improving hypermarket performance by reallocating space between hypermarkets and malls, developing new areas within the stores dedicated to specific customer targets such as young mothers, and emphasizing the quality of its private label.