Variety Stores in France

2020 IMPACT

The shorter period of mandated closure during the quarantine benefits variety stores

Variety stores registered a better performance than other categories of mixed retailers during 2020. This can be attributed mainly to the fact that variety stores were allowed to reopen earlier than other types of mixed retailers as the quarantine restrictions were eased in respect to the lockdown that was in force across France during March, April and May.

The value-for-money positioning of variety stores stands the category in good stead

Another major factor supporting the performance of variety stores during 2020 was the value-for-money positioning that most variety stores in France have. Variety stores have emerged strongly in recent years as a source of a wide range of goods at low prices and this meant that consumers who were facing pressures on their household incomes due to the interruption that the COVID-19 pandemic caused to commercial activity in key sectors of the French economy turned to variety stores as a cheap and convenient source of a wide range of products.

Action maintains its leading position as all of the leading players lose ground

The very strong double-digit sales growth that was being registered annually by Action, the leading chain of variety stores in France, prior to the onset of the COVID-19 situation ground to a halt in 2020 as all of the leading players in the category based double-digit sales declines over the course of the year. Nevertheless, Action remains the pacesetter in the category and many of its rivals have clamoured to emulate its highly successful commercial strategy in the hope that this will confer upon them the type of stunning growth that Action has been seeing in recent years.

RECOVERY AND OPPORTUNITIES

The role of variety stores as liquidators of unsold stock set to benefit the category

One crucial role that variety stores play in the French retail industry is as a channel that is used to liquidate the unsold stock of retailers operating in other channels. Indeed, this is often the source of the very low-cost products that are typically sold in variety stores.

The rise of e-commerce and more responsible consumerism to present challenges

Within the very positive context outlined above, it should however be noted that variety stores in France is likely to face some serious challenges during the forecast period. In particular, the shift towards e-commerce and click-and-collect is expected to undermine the appeal of variety stores, few of which have any experience or grounding in e-commerce or click-and-collect.

Centrakor’s system poised to emerge as an alternative to Action’s successful model

The forecast period is expected to see Action remain the leading player in variety stores in France. However, the main challenger, second-placed Centrakor, is increasingly presenting a viable alternative to Action’s highly successful business model.