Discount stores abound in Belgium. Low prices, attractive products and offers, what is the recipe for success of these boutiques that have become essential?
Discount stores are invading both the outskirts and city centers, with a clear objective: to conquer new customers. Brands like Action, Trafic or Zeeman are multiplying. For Action alone, there are 220 stores in Belgium. What do they offer? Low-cost products covering various categories, from DIY to toys, hygiene and household cleaning. This model is proving very profitable, as evidenced by Action, which generated 2 billion euros in the first half of 2024, representing growth of 20% compared to the same period in 2023.
Everything is in one place
What explains such success? Inflation plays a role, but it’s not the only reason. The image of these brands has also evolved. “You can find everything, and it’s all in one place“, explains a customer. “I find decoration ideas at low prices“, adds another. On social networks, influencers also share their good deals and even recommend clothes from these discount stores.
Unmissable brands
How did these brands become essential? “Originally, it was mainly low-income people who frequented these stores. But today, the middle class has followed, as the idea of saving money and finding bargains has spread“, explains an observer. However, he also emphasizes that this encourages overconsumption.
Always something to buy
These brands have their own methods of attracting customers: promotions, regular new products and low prices. “This week it’s shoes, next week it’s t-shirts.“Each week, more than 80 new products are offered in limited quantities, which encourages customers to rush to avoid missing out on good deals.”We always end up finding something to buy“, confides a regular.
In addition to a wide offering, these brands have modernized their image. “The Lidl in La Louvière, for example, now has a spacious and modern store, bathed in natural light. This makes the shopping experience much more pleasant.“A strategy that is bearing fruit.
Finally, the success of private labels plays an important role. Up to 90% of the products sold in these stores come from their own brands, which helps keep prices low while building customer loyalty.
Discount stores action zeeman traffic Lidl
