To defend their purchasing power, the French are taking action. If they deprive themselves more and cut a lot of expenses, they are more than ever on the lookout for good offers and promotions. Hence the growing success of scalpers at the forefront of which the leader among them: Dutch Action.
For the first time, this chain of stores, which did not establish itself in France until 2012, has become the favorite brand of the French in the annual EY-Parthenon ranking. Style this year Decathlon (favorite brand in 2020) and Leroy Merlin (number 1 the two previous years).
The Dutch distributor is experiencing meteoric growth both commercially (more than 3 billion euros in turnover in 2022) and in the hearts of French consumers. 9th favorite brand in 2020, 7th in 2021, 3rd in 2022 and therefore 1st this year. The action enjoys an unprecedented rating. Its “fan rate” as measured by EY-Parthenon is 46%, well ahead of Decathlon (42.5%) and Leroy Merlin (39.9%). By way of comparison, E.Leclerc has a rate of 27.3% in food, Ikea 28.1% in furniture, Picard 29% in specialized food, Amazon 23.5% in multimedia products and Sephora 23, 6% in beauty.
For the last three years, Accion’s rating has risen 18.8%, unprecedented in the ranking of favorite brands.
“Action, winner in all sectors, illustrates this success with an offer focused on very low prices, but also, and above all, on a shopping experience considered to be one of the most efficient and pleasant (small pleasures, treasure hunts)”, discuss the study authors in EY-Parthenon.
The brand, which had 730 stores in France at the end of 2022 (more than 70 openings per year for 10 years), now benefits from national awareness and a strongly increasing penetration rate.
Influencers addicted to action
“80% of buyers of everyday objects go to Action, +4 points in 2022”, points out EY-Parthenon, which also indicates that “57% of Action customers declare themselves fans of the brand, +8 points in one year” .
With inflation at its highest level in almost 40 years and while 40% of the households surveyed say they prioritize their purchasing power above all else to the detriment of considerations such as safety/health and experiences/pleasure, Acción concentrates all the concerns of consumers today .
If the Stock is the big logical winner of the current period, it is not for this reason that it is an ephemeral phenomenon that will disappear once inflation is under control. Its boom started long before the return of inflation and responds to a deeper desire of consumers to find bargains and national brand products at bargain prices. This is evidenced by the rise of influential consumers in recent years, whose videos on Lidl and Action have garnered millions of views.
Source: BFM TV
