Action, the ambitious Dutch group celebrating its ten years of presence in France this year has opened 80 to 90 stores annually in the country. Other brands such as Lidl and Stokomani are also experiencing significant growth.
The Power of Low Prices
Following in the footsteps of the Dutch chain Action, establishments specializing in low prices like Lidl and Stokomani catalog are experiencing a rapid rise in France. This is due to the concerns of the French about their purchasing power and also thanks to the improvement in French consumer habits, who favor both high-end and low-cost products.
Mainland France is the primary market for these hard discount stores. For instance, Action accounts for approximately 670 stores out of about 2,000 in 10 European countries, including Belgium, the Netherlands, Poland, and Germany, among others.
A Simple Principle
Sales in hard discount stores like Action, Lidl, or Stokomani saw a significant increase last year. The simplicity of the principle is highlighted with 6,000 references across various categories, including DIY, decoration, sports, and multimedia. And all at prices generally more advantageous than in supermarkets, according to consumers.
Action is undoubtedly the most dynamic, but it is not the only specialist in variety stores. Stokomani, Lidl, and others also benefit from the hourglass effect, as evidenced by all the promotional catalogs for all your stores – promoaccro.fr. Stokomani, for instance, has 130 stores in France and 650 million euros in sales.
Hypermarkets Eclipsed
According to an entrepreneurship specialist, consumption in France is becoming polarized, with the upper half of the hourglass represented by premium retail characterized by operational quality, and on the other side, an offer at affordable prices.
The hypermarket format is the main victim of this polarization. Indeed, hypermarkets have been declining for several years in France. Soft discounters like Lidl, a German-origin brand, are particularly dynamic in terms of market share.
Whether in food or clothing, low prices are attracting more French people. The rise in prices, which seriously erodes the purchasing power of the French, is the cause.
Smart Buying
About 4 out of 10 customers claim to feel they are buying smartly, while 3 out of 10 say they do not see the difference with traditional stores. 2 out of 10 customers claim to have found their favorite brands in these stores. 4 out of 10 people admit to being proud to shop at these stores, and half of these people are workers.
Workers have been the group most increasing the number of visits since 2020. Especially concerning Lidl, its sneakers have caused a stir online. 43% of internet users claim to have heard about them. According to the majority of consumers, this type of approach is consistent with its role as a discounter. And this notwithstanding the fact that some are not attracted to this type of product.
