At Gifi, the promotional offer does not go unnoticed. Since the reopening of the 501 stores on Monday, the brand has offered a 50% discount (in vouchers) on all items. "We are happy to find our customers and we prove it with this offer", smiles its CEO, Philippe Ginestet.
Behind this marketing discourse hides (also) another reality, more down to earth: "While our stores have been closed for two months, we must now think of saving our business," he explains. The priority during this reopening period is indeed to dispose of stocks as quickly as possible. “We have around 130-140 million euros of unsold goods that have been stored in our warehouses. However, the space is not extensible. Either we find new warehouses, which still costs money, or we pass them on to the consumer. We chose the latter option. "
Garbled promotions in clothing
Gifi is not the only brand to offer discounts during this reopening week. Many fashion stores do this too. “In particular, there are all mid-season items to sell very quickly since spring is almost over. Otherwise, it will be lost stocks and can become toxic, ”confirms Yohann Petiot, the general manager of the Trade Alliance, which represents 450 clothing and shoe brands.
"All sectors sensitive to fashion and with a rapid turnover of stocks will be destocking on the occasion of deconfinement", also advises Elisabeth Cony, founder of Madame Benchmark and expert in commercial action plans for brands. And to quote "these -50% on a selection of articles in La Halle stores" or articles at "-40% at Kiabi, up to -60% at H & M".
"Some brands have also moved their commercial operations like Celio with its Men's Week (Editor 's note: up to 50% reduction) ", she continues. This is also the case at Gémo, which offers discounts of up to -70%. “This commercial operation is an annual meeting which was initially planned for the end of March and allowed the spring collections to be sold to make way for the summer collections, specifies the brand. It is therefore a delay of this operation for a period of two weeks. "
Big discounts on sporting goods
Sporting goods brands, notably Intersport, Decathlon and Sport 2000, also display promotional items at 50% off. Just like at Fnac-Darty where, alongside the “usual and seasonal promotions” around planchas and barbecues, there are also “interesting commercial offers on products that suffered during confinement, such as photography and telephony. For photo equipment, for example, it can go up to -30%. This is quite new, ”said Olivier Garcia, group product director.
If it allows to drain stocks, this commercial strategy also aims to attract customers. "There is obviously a desire to create traffic," recognizes Olivier Garcia, while certain robot cooks, sewing machines, scooters and electric bikes - so many products in great demand in recent weeks - are also on sale in the two brands of the group. .
For its part, Go Sport offers discounts of up to -30% on “urban mobility” products. "To bring customers over the next two weeks", the brand also launched a loyalty campaign with "from Thursday to Sunday, 10 euros offered on your kitty for 50 euros of purchase".
"All necessary measures have been taken"
Doesn't all these discounts and promotions risk causing crowds in the stores in disregard of the social distancing rules requested? The sector denies it. “There are rules that have been set, with filtering systems. There is therefore no fear to have on this side ”, assures Yohann Petiot. Gifi also ensures: “All the necessary measures have been taken for our employees - with masks, Plexiglas in front of the cash desks… - and for our customers. And obviously we are filtering the number of entries in accordance with the standards requested ”, indicates Philippe Ginestet who saw on the first day of the deconfinement of customers respectful of the instructions.
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“Our promotional offer also lasts 15 days. They have time to come, no need to rush, "he adds while recognizing that the objective of his offer is also to retain the consumer. “It's 50% discount on the whole store in vouchers that can be used in June (Editor's note: from 8 to 21) . And I don't hide it: we want to empty our stocks and please customers of course, but we also need them, so that they come back to see us very quickly afterwards to restart the machine. "
