Retail: the Dutch discount phenomenon Action continues to spread in France

Seven years after arriving in our country, the Dutch discounter has just opened its 500th store in Nice. The French are crazy about its model based on low prices and permanent innovations.

The 500th Action store in Nice.

The people of Nice were impatiently awaiting his arrival. On November 28, Action lifted its curtain in the Nice Valley shopping center. Finally, the Dutch discounter’s first store on the Côte d’Azur! But already the 500th in France… Twelve days later, it is a victim of its success. On Instagram, several consumers complain, like la_kinoise06: “Too bad for us NIÇOIS !! I’ve been going back and forth for 1 week without buying anything. The shelves empty in 1 hour. ” It must be said that the French are totally addicted to Action.

According to the ranking of brands published by OC&C on December 4, our compatriots again this year place Action at the top of the discounters, ahead of Stockomani then Hema. According to the EY Parthenon study unveiled in June 2019, the brand is even the third favorite brand of the French, all categories combined. A gain of two places in less than two years.

Action focuses on low prices, and new products

In a difficult context for physical commerce, what are the ingredients of this miracle recipe? “Our concept remains fairly simple,” explains Wouter de Backer, General Manager France of Action. “It has two pillars: affordable prices for good quality, and discovery of the assortment.” To bring the customer to the store, at a time when everything is available in one click on Amazon, the price is therefore a necessary condition, but sufficient.