To prepare for the year ahead, it is always good to look back at the past months and draw some lessons. This year 2015 is marked by changes in the consumption structure but also in the traffic generation.
The most striking trend is that of the fragmentation of races. Thus, the French are more likely to often do their shopping with frequent visits which have been increasing since 2009 (2 purchases per week). This is a great opportunity for retailers in terms of attractiveness and loyalty. To capture the consumer's attention, retailers are no longer playing on price alone but also on the customer experience and the loyalty card. The ability to build loyalty is perfectly mastered by Leclerc, which has the most cardholders (10.3 million active cardholders). Its rate of cardholders is 37%, followed by Système U with 36% then Carrefour.
Another trend is that price wars have given way to promotion war. Since the beginning of the year, retailer spending on promotions has increased by 4%. Retailers are making fewer PINs but more immediate offers and especially on large volumes of purchases.
In 2015, the hypermarkets have seen their penetration rate fall to the benefit of local shops. In 10 years, the weight of shopping baskets in hypermarkets has lost 3 points in value!
In addition, the growth of specialist retailers (such as Picard, Grand Frais or Biocoop). Consumers are increasingly turning to these brands because they are looking for quality and freshness.
The departments that generate the most traffic are =
- Fruit and Vegetables
- Butter, eggs, milk
- LS cheese
- Kitchen aids
The brands whose traffic has changed the most =
- Leader Price
- CRF Market and Géant Casino
Brands where promotional spending has increased the most =
- CRF Market
- Système U
- Simply Market and Atac
- Géant Casino
The Love Coast by sign =
- Leclerc (74)
- Système U (68)
- Auchan (67.5)
- Carrefour (67.3)
- Monoprix (60)