The boss of Cdiscount assures him, his site is making a comeback: “Today, Cdiscount is able to commit additional quantities of products, as part of the commercial reinvestment plan that we have put in place with our shareholders, advance to LSA Thomas Métivier, CEO of Cdiscount. Last year, at the same time, we were still chasing cash at group level. We had months where even supplies were difficult with certain suppliers. Now we are back to a much more normal situation. We are able to recommit quantities that we were no longer able to commit in recent years, which allows us to have much better prices for our customers today. assures the boss of the site belonging to the Casino group, in turmoil in 2023 due to very heavy debts and which was taken over by a new trio of shareholders at the start of 2024.
As a result, teams are taking advantage of commercial highlights to return to the forefront, promising a “month of November which will be Black, like Black Friday”. Computers, mobiles, decoration… “We are going to have powerful offers for Black Friday”promises the director.
“Greater discounts on Cdiscount than on Amazon”
Since this summer, Cdiscount has begun a vast project on prices. After a new slogan and a facelift of its brand, the Bordeaux teams promote the products sold at competitive prices by comparing themselves to other merchant sites, using an AI tool developed internally. Opposite, an example is given of a fryer sold at a cheaper price on Cdiscount than on the Fnac website. The teams update this data every morning. Currently, nearly 50,000 items are stamped with these comparisons highlighted on their product sheet.
In addition, the promotions are more attractive on Cdiscount, according to its CEO:“an external firm analyzed our discounted products last year. We were at almost 15% discount on average on our promotional products, whereas a player like Amazon was, on average, below 10%.”
Return to TV after three years of absence
Last stage of this plan, Cdiscount returned to the small screen. For several days, the site has been offering TV spots, touting their attractive prices. A remarkable return, after three years of absence from television. It remains to be seen whether these developments will be sufficient to catch up with Amazon, the ultra leader in French e-commerce, with a business volume approximately six times lower in 2023, according to LSA estimates.
