It is one of the paradoxes of the trade revolution. On the one hand, Lidl and Aldi, who revolutionized food distribution in the 1990s with their hard-discount convenience stores, abandoned their ultra-low cost model; on the other, a handful of non-food brands are constantly conquering market share thanks to their hard-discount positioning. While store closings are counted by the hundreds in France, Action, Stokomani, Centrakor, Normal, Noz and other Gifi multiply the openings.
Read also: The strategy of “hard discount” brands to attract all consumers
If the food hard-discount has disappeared, it is because the French
have changed their purchasing behavior: they have reduced their consumption in volume and favored quality, even if it means paying a little more. But this shift only concerns food. As soon as it is a barrel of laundry, decorative object or clothing, the price remains the main purchase criterion.
In this context, hard-discount is not dead, on the contrary. When hypers suppress their
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