The Dutch hard discount brand, which arrived in France ten years ago, is betting on products at less than five euros, stock renewal and a presence in rural areas.
In times of inflation, Action, a hard-discount chain created 30 years ago in the Netherlands, wins the vote. Eight out of ten French people have already shopped there, according to figures from the firm EY Parthenon. Its success is first and foremost due to its bargain prices: 2, 3, 5 euros. A quarter of the products are even sold for less than one euro. Most are imported from China and as the brand buys very large volumes, to supply all its European stores, it manages to negotiate and crush the prices.
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Action also plays a lot on the diversity of offers. Every week, it renews its references on the shelves. You can find a bit of everything, decoration, hygiene products, maintenance, small electronics, a little food, but no fresh products, and no organic either.
One store open per week
The brand is located everywhere. Landed in France 10 years ago, she progressed very quickly. Action now has more than 700 stores, often on the outskirts of cities, in rural communities. And it’s not over: the chain opens almost a store a week, and wants to exceed the bar of 800 stores in France by the end of the year.
It must be said that France has become its first market. Last year, it achieved nearly 3 billion euros in turnover. Action employs 17,000 people in France. By way of comparison, Lidl claims 40,000 employees in our country, 9,000 at Aldi.
It doesn’t matter where the products come from
Action has found its audience… Without relying on aesthetics. Its shops are very basic, with no decoration, no marketing, no frills. It’s pure discount with a lot of destocking. But, while prices are soaring, while the French are paying attention to their expenses, the demand is there. The average basket is around 25 euros. More than 60% of its clients are women with low incomes.
Still, Action offers a mode of consumption far from the sustainable and ecological commitments claimed by some of its competitors. His credo: always buy more for less, no matter where the products come from.