1000 products at fixed prices: why Leclerc finally offers his “anti-inflationary quarter”

An “anti-inflationary neighborhood” that does not say its name. This is what the E.Leclerc brand is offering its customers until the end of June. From this Monday, April 3 and until Friday, June 30, the prices of 979 products of the Eco+ first prize brand will be frozen at their level of April 1.

A wide selection in which we find food products (fresh, groceries, drinks, etc.) but also hygiene, house, garden or car maintenance, stationery stores or even pet stores.

“With a second quarter that is the subject of still pessimistic forecasts, we have decided to be very offensive and offer “E.Leclerc” even cheaper, explains Michel-Edouard Leclerc. How? By absorbing the price increases that are imposed on us instead of pass them on to our customers, and this is not anecdotal because the Eco+ brand covers all the needs of a family thanks to almost 1,000 highly diversified products”.

“There is no need for an anti-inflation basket”

Therefore, there is no branding on the E.Leclerc device, which is aimed at customers who experience more difficulties in terms of purchasing power.

A commercial operation that is similar to the one launched by competing brands under the auspices of the government and in which the French distribution leader said he did not want to participate.

Finally it would seem that E.Leclerc finally needs it a bit. If the group is the big winner from the return of inflation with record gains in market share over 18 months, its move strategy could only play a trick on it.

Because on all the other brands that offer the anti-inflationary quarter, the early returns are pretty good.

At Intermarché, for example, which offers 500 products with an average discount of 7%, there has been a 25% increase in sales of these references.

Other brands report favorable returns for this device without, however, giving figures.

Relying only on its good price image in this period was perhaps a bit dangerous. This has also been estimated by Lidl, which launched its anti-inflation operation just last week. Each week, the discount store will offer a different selection of 25 different products at -15%. But Lidl, unlike E.Leclerc, puts the “anti-inflationary neighborhood” logo on its selection.