The Smart Discount Trend, Where Prices Are
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n o 263 September 2019 The Smart discount trend, in depth study of new where prices are low consumption trends by L’Observatoire Cetelem www.observatoirecetelem.com and desires are fulfilled As Tati announces its closure, new retail brands are appearing across France, they too built around a low-price positioning, but much more besides. After corporate brands, here www.normal.fr comes the era of “city brands” Seen in Paris What to think of it? Now that the co-working and co-living concepts are well established, a new model While traditional clothing retailers are Should it be any surprise that vintage clothes is emerging that combines the two. A whole new way of looking at the world of work. becoming increasingly rare in city centres, stores and variety stores are gaining popularity https://stationf.co/flatmates/ two types of offering seem to be gaining among consumers? At a time when product ground: vintage clothes shops (such ranges are looking increasingly similar and Seen in Paris What to think of it? as Kiloshop and Mad Vintage, which permanent discount strategies are casting This summer, business incubator Station By offering accommodation solutions recently opened an outlet on Rue de Rivoli doubt over the true value of products, these F opened new residential premises near to the businesses it hosts, Station F highlights in Paris, next to BHV) and “variety stores” retailers embody an alternative form its head office in Ivry-sur-Seine, aimed the ever-growing crossover between living (discount retailers such as Hema, Flying of consumption thanks to which consumer at the startuppers that use the site. Christened spaces and workspaces, a crossover that Tiger Copenhagen and Sostrene Grene). urges are no longer frustrated by excessive “Flatmates”, the complex comprises might be hard to comprehend for over-40s, On 16 August, Danish retail chain Normal prices and buyers can express their three towers between 11 and 17 storeys but which seems to be fairly well accepted opened its first French store on Passage creativity. And if, in addition, they send high. These were designed by architect by thirty-somethings, particularly those in the du Havre, next to Gare Saint-Lazare in out a message built around “responsibility”, Jean-Michel Wilmotte and contain several world of new technologies. A year ago, Station Paris. This 300-square-metre store, whose the equation is invariably enhanced. At a time hundred apartments and rooms equipped with F invited retailer Maison du Monde to come interior is decidedly fun in tone, sells food, when Tati is preparing to step away from minimalist furnishings, which are priced very and redecorate all its premises, thus creating cosmetics, as well as hygiene and cleaning the market, this new generation of retailers competitively for the Paris area. They also an office atmosphere reminiscent of a home. products at knock-down prices. It features reminds us that having “the lowest prices” feature lounges equipped with modular sofas Today it is going further still with residences brands like L’Oréal, Gillette, Elizabeth Arden, is no longer enough to draw people in. that offer the flexibility to quickly switch from aimed at employees, which combine Mars and Colgate, not to mention lesser Better still, they demonstrate that the main co-working to evening mode. Other interesting co-living and co-working with a single cool known brands that might have featured motivating factor behind purchases is not features include work tables fitted with and fluid aesthetic, stimulating a feeling of in a TV series, for example. Normal products price, but the ability to access the very a bottle opener, a single badge to access both belonging to a community that is not only at abnormally low prices, as the retailer’s latest offerings. They also signal the fact office and home, and a matchup algorithm professional, but also generational. Like an advertising puts it. Over the course that no offering should be perceived developed by Whoomies to help residents American student campus with the atmosphere of the following week, two other stores were as targeting a particular population. find the right flatmate. The premises also offer of a holiday resort, this accommodation model launched at the Rosny 2 and Belle Epine Anyone should be able to aspire to these a gym, cleaning services and electric scooters offers a glimpse of a new way of living. shopping centres. products, regardless of social status. Lastly, to get to the office faster. It also provides companies with another way they perfectly illustrate the fact that it is now of expressing themselves. Corporate brands of strategic importance for retailers to be have always tended to promote certain values able to showcase rare and unexpected and push a particular agenda, but now we are shopping opportunities, so as to stimulate entering the era of “city brands”, which view impulse buys and give consumers new their employees as inhabitants to whom reasons to purchase products. Accessible, they can offer accommodation and trendy and unexpected: the differences services geared towards making day-to-day between traditional discount and smart life easier. The future is already here. discount offerings. n o 263 September 2019 www.observatoirecetelem.com The hypermarkets of Does the current success tomorrow will be sources of food courts reveal anything of learning and discovery about consumption’s new status? Despite almost every expert predicting their downfall, Practically unheard of two years ago, food courts hypermarkets haven’t yet said their last word, as illustrated are now a common sight in France. What do they tell by a trial conducted by Auchan in Luxembourg City. us about ourselves, our expectations and our dreams? www.youtube.com/watch?time_continue=4&v=AxxRSthAiCl www.timeoutmarket.com Seen in Luxembourg What to think of it? Seen in (almost) What to think of it? In Luxembourg, Auchan is currently trialling At a time when all mass retailers are every big city After pop-up stores and food trucks, both Lifestore, its new retail concept. Located at thinking about what model they should adopt Having first appeared in New York before of which have helped to reinvent retail based the Cloche d’Or shopping centre, the retailer’s in the future, Auchan has provided its own embarking on a conquest of Europe, food courts on new rules and new forms of relationship, 12,000-square-metre store has made some answer: the hypermarkets of tomorrow can now be found in every major city in France. we are now in the era of food courts. bold and innovative choices: tills are located will be destinations, places in which Paris is home to Ground Control, La Rotonde, They all follow the same rationale: offering in various parts of the store, some aisles to learn and make discoveries and where La Felicità by Big Mamma at Station F, an experience that is unique, creative and are curved, and there is a 90-seat brasserie food services will play a central role. Beaupassage (a chic version of the genre) fun, to a wide audience in an unexpected (which also holds cooking masterclasses) The idea will no longer be to offer quick and and, as of October, an 800-square-metre part of a city. This allows them to attract as well as an arena designed for cultural functional meals intended to give shoppers space in the future Paddock Paris outlet store the youngest consumers (among others) events. The store is divided into three halls a short break during their spree, it will be in Romainville. Other examples include Gare as well as aspiring restaurateurs who are (Le Goût du Bon, Bien au Quotidien and for hypermarkets to grasp the opportunity du Sud in Nice, Le Marché du Lez in Montpellier discouraged by prohibitive rental costs and La Maison), all featuring a carefully designed to showcase their values and methods. and La Boca in Bordeaux. All are based see food courts as a way of pooling their and experiential decor. There one can find Product origin, manufacturing conditions on the same concept: restaurant areas open resources (facilities, cold rooms, cleaning, various salads, herbs and spices to be picked and the preservation of local economies throughout the day, each offering a different etc.). Unstructured consumption, set menus, by customers in hydroponic greenhouses run and know-how will thus be expressed much speciality, often including the usual popular standing tables and even mini-concerts by the In Farm startup, zero-waste solutions more tangibly in the plates of consumers. choices (burgers, tacos, pasta, poke bowls, create a pleasant atmosphere and that combine loose products and reusable Another important development will be pizza, pancakes, etc.), with an added twist generate a buzz on social media, while bottles developed in conjunction with Jean the increased presence of services: when in the form of an offbeat creative touch. Meals a feeling of responsibility is generated Bouteille, as well as a clothing creation and perusing the aisles, tomorrow’s shoppers can be enjoyed at the counter or at a table. by the mixing of cultures (recipes from personalisation service provided in partnership will feel less alone than they do today, Set up in disused warehouses in 2014, Lisbon’s around the world) and a focus on the values with Bouton Noir. A number of coaches thanks to the advice and assistance they seek Time Out Market is a giant food court that has of citizenship (local know-how, organic (sports and diet), personal shoppers and even to learn how to eat better and to better become the country’s leading tourist attraction, and local dishes, low carbon footprint) and “welcomers” are also on hand.