“E.Leclerc in 2014 bigger than Carrefour” in France | RetailDetail

“E.Leclerc in 2014 bigger than Carrefour” in France

“E.Leclerc in 2014 bigger than Carrefour” in France

CEO Michel-Edouard Leclerc is predicting his group of supermarkets to have a larger market share than competitor Carrefour in France by 2014 and not 2015, as he thought earlier. Price comparisons online, on smartphones and in the shops should help this happen.

‘Thanks’ to crisis

The crisis is hitting hard in France: in 2012 the purchasing power of the French declined for the first time in 30 years. The decrease is 0.4% in absolute numbers, but corrected to the demographic evolution it reaches even -1%. E.Leclerc is one of the victors of the crisis, as could be seen earlier this year.

 

The group recently made low prices its spear point and it sees its market share growing gradually because of it. According to market research agency Kantar, E.Leclerc currently has a market share of 18.8% (on yearly basis up to 24 March). This means market leader Carrefour (all formats combined) is not far off at 20.5%.

 

“I thought the curves would cross somewhere in 2015”, says chairman Michel-Edouard Leclerc, “now I assume it could happen a year earlier.”

 

QuiEstLeMoinsCher.com

To speed up this takeover of power, CEO Leclerc is counting on the principle of price comparisons.  Via a new price comparison site – with the eloquent name QuiEstLeMoinsCher.com (“Who is the least expensive?”) – all customers can compare prices with those of competitors in the neighbourhood. According to E.Leclerc 98% of their shops is cheaper than those of the competition.

 

It does not stop there: E.Leclerc has also developed an app for smartphones, that allows the customer to scan the code of a product and it will immediately show the price at Leclerc, but also at its competitors in the region. Those people that do not own a smartphone, or don’t have it with them, can use special columns that will be placed at several shops. The whole strategy will also be supported by several ads and commercials.

 

With this E.Leclerc launches its counter-attack on Carrefour – that early 2012 lowered the price of 500 commonly used products permanently and has been showing comparative ads on television since the arrival of new CEO Plassat – but also on Casino, who launched a campaign about having the lowest prices for no less than 3,000 products.

Questions or comments? Please feel free to contact the editors


Zara opens new flagship store with holograms and robots

18/05/2018

Zara’s remodeled flagship store in Stratford (London) welcomes customers with holograms, robot arms and iPad-powered employees. The store wants to unite the best of both the online and offline shopping world.

Komono wants to reach 10 physical stores this year

17/05/2018

Belgian accessory label Komono wants to double its number of physical stores to ten this year. “The stores are important to tell our story”, Anton Janssens and Raf Maes told De Standaard.

Hema has to pay Levi's millions

17/05/2018

Store chain Hema needs to pay a 4.4 million euro fine to jeans brand Levi’s after the latter went to court because Hema applied its V-shaped stitching to its own collection.

Suitsupply suffers losses because of expansion

15/05/2018

Dutch Suitsupply has experienced a decent turnover growth last year, but its net result tumbled below zero because of its huge investments. Nevertheless, that is the only way forward according to its founder, whose focus is still fixed on the United States.

Starting this Friday, Belgium has its own national e-commerce event

15/05/2018

Move over, Black Friday! This week, Belgium launches its own national e-commerce event as Jack & Jones, Kiabi, La Redoute, Sarenza, Tape à l'Oeil and Veritas organise the first Belgian Friday.

H&M is turning to algorithms to boost sales again

14/05/2018

In an effort to reverse the decline in its worldwide sales, H&M is using technology that will help the world’s largest clothing brand stock its stores more efficiently, sell more effectively and adapt more quickly to current consumer trends.