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Normal, the Danish "soft-discount" brand that wants to enter the daily life of the French

2022-02-11T05:11:24.320Z


Present on the territory since 2019, it opens this Friday a 60th store in Vannes. Offering normal products at “ abnormally low ” prices, such is the credo of Normal, this Danish brand of “ soft-discountwhich was launched in 2013. Today, with more than 300 stores around the world, the brand offers hygiene and beauty products, cleaning products and snacks at attractive prices, all in large bazaars rich in colors and humorous panels. Mainly located in high-density places such as s


Offering normal products at “

abnormally low

” prices, such is the credo of Normal, this Danish brand of “

soft-discount

which was launched in 2013. Today, with more than 300 stores around the world, the brand offers hygiene and beauty products, cleaning products and snacks at attractive prices, all in large bazaars rich in colors and humorous panels.

Mainly located in high-density places such as shopping streets or shopping centres, Normal stores want to target all types of customers, from the student on a tight budget to the home wishing to save some money on their shopping basket.

After setting up its first three stores in France in 2019, Normal has opted for a major expansion strategy with now 60 points of sale across the country.

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A fun environment

Large retailers that give pride of place to bargain prices and bargains often compensate for cost rationing with monotonous and unattractive decoration for the customer.

According to Amélie Jean, consultant at Exeis Conseil, many customers have "

abandoned hard discount brands because of a style that is too impersonal

".

It is precisely this myth that Normal wanted to break: to offer a fun consumer experience through a “

Normal spirit

” intended to build consumer loyalty.

The goal, to make the customer have fun buying, in a lively, bright setting, where products of all kinds become attractive.

We want the customer to feel comfortable in an open and pleasant environment

“, explains Morten Lyngsø, general manager of Normal France.

Read alsoCarrefour will test a new “discount soft” format in September

To do this, the brand says it is counting on an essential principle: putting the customer at the heart of the concept.

This therefore involves paying particular attention to customer feedback and their consumption habits in order to constantly renew the product offer, a process deemed essential by Christophe Schmitt, retail expert at Oliver Wyman: "

The rotation of the assortment is essential for hold such a model

.

Emphasis is therefore placed on customer loyalty by creating an environment that is familiar to them and in which they enjoy visiting.

A well-oiled implementation strategy

Normal focuses primarily on proximity, targeting high-traffic areas such as shopping centers and shopping streets.

To gain a presence throughout France, the brand has set up points of sale both in medium-sized towns, like this Friday in Vannes, but also in large cities.

No franchise system or e-commerce therefore, it concentrates all of its efforts on the presence of physical points of sale, a totally coherent strategy according to Emily Mayer: "

Today, 92% of the turnover of products mass consumption is made in physical stores

".

“We invest very little in marketing and advertising”

Morten Lyngsø, general manager of Normal France.

To provide access to many everyday products at below-market prices, the brand remains on the lookout for the best prices but also keeps abreast of market trends.

Its suppliers are extremely varied and located in the four corners of the globe, which explains this heterogeneous offer of products ranging from candy packets to toothpaste tubes.

Whatever the consistency, Normal offers everything it can find at a reduced price to pass on these good deals at an average price 30 to 50% cheaper for the customer.

It also relies on its own cost management strategy, as explained by the Danish leader: "

We invest very little in marketing and advertising

".

Sacrificing the marketing strategy could however seem daring in view of the importance it represents in large distribution groups.

To maintain such a model, there are necessarily sacrifices that are made.

The challenge is to see if this is tenable over time

,” emphasizes Amélie Jean.

Read alsoLidl and Aldi on the offensive in France

For now, the objective of the "soft-discounter" is to continue its expansion in France by opening even more stores.

Also established in Norway, the Netherlands and Sweden, the brand has other international projects and should “

soon

” set up in a sixth country, according to Morten Lyngsø, who is keeping the name of its next store secret. destination.

Source: lefigaro

All news articles on 2022-02-11

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