Migros has opened its first supermarket with continuous 24-hour operating hours in Herisau, marking a significant shift in the Swiss grocery retail landscape.
The cooperative cites a growing consumer need for flexible shopping times as the primary driver for the experiment, positioning the store as a test case for broader expansion.
The location in Herisau, a town in the canton of Appenzell Ausserrhoden, was chosen specifically for its rural character, contrasting with previous attempts by competitors to maintain such hours in dense urban centers.
The move comes as other major Swiss retailers have scaled back extended hours due to high operational costs and lower-than-expected foot traffic during late-night slots.
Competitors have reported that the economics of 24-hour stores in cities often fail to justify the staffing and security expenses, leading to a retreat from the model in metropolitan areas.
Migros appears to be betting that rural consumers, who may have fewer alternative shopping options and different lifestyle patterns, will provide a more sustainable customer base for round-the-clock access.