The sales officially ended yesterday. However, the numbers don’t add up… at least not for everyone. Laurent Champenois, president of the Nice Avenue association, which brings together the shopkeepers from the Jean Médecin district and Place Masséna, takes stock of the situation.
What is the feedback from shopkeepers on these sales?
It’s a rather mixed report for this 2020 edition. The primary reason is structural: the sales were postponed due to the lockdown. Even though the chosen period seemed fair enough to us, the problem is that this date for the sales is imposed on everyone at the national level. It turns out that here in Nice, we are the second most tourist-friendly city in France. Thus, the sales work primarily thanks to tourists, who are usually numerous in our beautiful city. Unfortunately, that was not the case this year. The number of tourists was quite low, especially in July, despite a rebound in August, whether in the food sector, artisanal shops, or high-tech, we experienced a deteriorated tourist flow.
How are they coping with this period despite the sales failure?
Most shopkeepers have adjusted their stocks as well as their productivity in terms of workforce to cope with the decline in store visits. Many shopkeepers have not hired additional staff because yet again, the foot traffic in the stores doesn’t justify balancing revenue with payroll. Hence, we have been quite cautious. Some stores along the Jean Médecin axis, while adjusting their workforce, have taken on some extra staff, but they are rare. There is, however, a positive aspect because, by doing this, some businesses are doing well in their area of activity. We have observed over the past few weeks a decrease in store entry traffic ranging from 20% to 50%, depending on the type of business. Regarding those with a 50% drop, they generally have a clientele more oriented toward international customers. Finally, despite fewer in-store visits, those who do come in are more likely to make purchases. The conversion rate (calculated by many shops) is very good. This means that the locals have flocked to the stores in large numbers.
How do you plan to make up for this shortfall?
A back-to-school event will serve as a sort of catch-up session for us. Like last year, the city of Nice is organizing its big clearance sale. This operation generates a lot of traffic and is primarily targeted at the locals who come to the sale. There is significant communication with a lot of events. This year’s edition will take place on September 17, 18, and 19. Shopkeepers are invited to participate in large numbers, as the city of Nice provides the public space for free. They are encouraged to set up shop at their doorsteps and showcase their products, which are offered at very high discounts.
