Retired, Michel, who did not wish to give his name, is one of the first curious people to roam the aisles of the new Aldi, when it opens, Wednesday February 23, in the 15and district of Paris. He lives just opposite, so, more than five months after the Leader Price closed, he didn’t hesitate. ” For the pricehe justifies. Right now it’s getting harder and harder. We’ve been waiting for it for a long time. They do a lot of promotions, lots per arrival. Finally, you still have to need it or be able to store it. » In this store, many are customers of Lidl, its direct competitor, and compare prices. “I used to go to Lidl before, but it’s a bit far”said a lady to Michel.
In the mass distribution sector, the German discounter is worrying, as it seems to be following the path traced by its compatriot Lidl, at a time when purchasing power issues are worrying the population against a backdrop of rising inflation.
“There is a demand from the population, but this niche is little exploited. Lidl and Aldi on food, or Action, Normal and Noz in the non-food sector fill a void”, estimates Yves Marin, partner of the consulting firm Bartle and distribution specialist. However, to take this niche, tight organization and costs are needed throughout the chain, so as to pass on these savings to the price. An organization that hypermarket and supermarket chains do not necessarily have. »
The “promoters”
At discounters, everything is studied to reduce costs to a strict minimum. “ Fewer assortments and products presented in their packaging means less handlingexplains Eric Bouin, director of Supeco, the Carrefour group’s discount brand. No music, no loyalty card, communication reduced to a two-page catalog per week. And stores located on the outskirts of cities, where the question of rent arises less. »
No online sales site either at Lidl or Aldi. The Internet is only there to communicate on the good deals of the moment or to locate a store. Shock prices, organic products or products stamped “origin France” and arrivals of “bargains” in limited quantities… the offer of discounters is a clever mix intended to arouse the curiosity of consumers, as much as to take care of their wallets. At discounters, the customer should not feel poor, but smart. “In our stores, we have two types of customersexplains Mr. Bouin. Those with limited budgets who are looking for everyday low prices. And those who are called “promovores”, who are looking for good moves. »
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