Fruits, vegetables, meat, cheese, eggs, small groceries… You can find many products at Otera, in Nice. The brand is not very well known in France. However, it has existed for seventeen years. Of its twelve stores, Nice is the latest, opened on July 17 on 800m², boulevard de Saint-Roch. The main strength of the network: offering a majority of local or short circuit products. In Nice, the store offers nearly 1,800 references. Around 25% of the products are local, that is to say produced less than 150km from the store, and 50% are short circuit, with no intermediary between the producer and the store. This makes it possible to reduce the number of people to be paid and to offer attractive prices, close to mass distribution. Sometimes the prices are even lower than all of the competitors. “The rate changes. It is stated once a week on a large table. Today, for example, we are at more than 60% in short circuits”explains Florent Bernasconi, the store director.
Satisfied… or your money back
This display board is part of the brand's transparency system. For each short circuit product, a placard also specifies the name of the producer and its municipality. A graph also details the price to know the producer's remuneration (at least 60% of the product price at Otera) and the brand's margin. And then customers are called upon to evaluate the products. Those who have a free account receive their ticket by email and can rate each product purchased. The note reaches the producer and the store. “All products with a rating lower than 2 out of 3 leave our stores”specifies the director.
Another feature: if the customer gives a rating of 0, he is automatically refunded during his next checkout. Would customers abuse it to gain purchasing power? No, according to Florent Bernasconi. “We trust our customers! The introduction of this system worried me a lot, it's true. But for two months, the customers have been very honest”he rejoices.
Customers who, at the end of the store, are also surprised to see no agent at the checkouts, everything being automatic. “There is an agent who supports those who are having difficulties but, this way, the rest of the employees are on hand to answer customers’ questions”explains the store owner.
“I’m willing to pay more to help a small producer”
These specific features seem to appeal to customers. Anne has been coming, since the opening, on average every two weeks. She appreciates fresh products and their traceability. “I am never disappointed, the fruits and vegetables are tasty. When they are in season, they are at supermarket prices. Otherwise, I am not against spending a few extra cents to help a local producer”she explains.
For her part, Marie-Christine discovers the store. Her friends told her about it; she wanted to try it. “It looks a bit like a warehouse. But I’ve seen products made not far from where I live. It doesn’t look bad”she believes.
Please note, however, that certain items – such as household products – are not found at Otera, the store being dedicated to fresh products and groceries.
Find out more: 1, boulevard Saint-Roch. 04.43.86.05.57. Otera.fr. Open Monday to Saturday from 9 a.m. to 8 p.m. and Sunday from 9 a.m. to 1 p.m.
