The first Supeco in the region opens this Wednesday in Buchelay, in the Yvelines.
The brand, created in 2019 by Carrefour, hopes to appeal to Ile-de-France consumers who are already very much sought after by hard discount players and (a little) to beat the pawn of its competitors.
Supeco has been present in France since 2019 and yet no one knows them.
At the exit of Lidl de Buchelay, customers were unaware of even its imminent opening close by.
It's strange, isn't it?
Olivier Dauvers.
No its normal.
The brand has never communicated at the national level and was only generally relayed by the regional press.
The number of stores remains low
(Editor's note: 19 in France)
and the network is not dense enough to launch large-scale national communication.
Let us remember the arrival of Dia in France.
There had hardly been any publicity.
And Cora?
Have you ever seen advertising for this sign?
Olivier Dauvers, journalist specializing in mass distribution.
Can Supeco compete with Lidl, which seems to have gone upmarket in recent years?
Lidl has transformed but still remains a discounter.
The latest stores may be modern, but they are not delicatessen!
Competition is therefore direct between these two brands.
Supeco is Carrefour's anti-LIDL weapon.
For me, the two brands are more or less on the same positioning with a search for savings on the initial investment, on the services offered inside and on the number of products.
The general philosophy of both, to sum up, is: “I am here to offer the essential and I leave aside the superfluous.
"
But how can you tell the difference in the face of already very low prices?
It will play out on little things called the shopping experience. Supeco, for example, offers 3,500 references, compared to 2,000 for Lidl
(Editor's note: and 20,000 on average for Carrefour Market)
. Light, parking, service, reception… These are all details that can make the difference, with the price of course. Conversely, Lidl can rely on other arguments such as social responsibility or its brand image.
