For the fourth year in a row, Action has emerged as the most popular retail chain in France, across all sectors. The Dutch discount retailer has significantly more fans there than local brands Leroy Merlin and Decathlon.
Highest penetration rate
For the past 17 years, consulting firm EY Parthenon, part of the Ernst & Young group, has surveyed a panel of 12,000 French consumers about the stores they visited in the past year. This year, 213 retail chains across 19 sectors were evaluated. And for the fourth year in a row, Action took first place in the ranking of favorite retail chains across all sectors, with 44.8% of fans, ahead of Leroy Merlin (40%) and Decathlon (36.2%).
Moreover, the discount store appears to appeal to a great many French consumers. As many as 84% of shoppers buying everyday items go to Action: that is the highest penetration rate across all sectors combined, ahead of Decathlon (83% of sports equipment shoppers) and McDonald’s (81% of fast-food customers).
“We are delighted that consumers in France appreciate shopping at Action. They visit our stores regularly to make smart choices and find everyday necessities and good quality products that enrich their everyday lives, always at the lowest price. This recognition confirms our commitment to always putting our customers first,” said Robin Roy, Managing Director of Action in France, on LinkedIn.
