investigation into Action, the brand with ever lower prices

investigation into Action, the brand with ever lower prices
investigation into Action, the brand with ever lower prices

Published on 04/12/2024 15:55

Reading time: 1min – video: 2min

Consumption: investigation into Action, the brand with ever lower prices
Consumption: investigation into Action, the brand with ever lower prices
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Action, 850 stores and king of discounted prices, records record results year after year. How does the brand manage to slash prices?

Action is the favorite brand of the French. Every week, a new store opens its doors in France, with the stated objective of restoring purchasing power to the consumer. What is his recipe? The Action method is always the same: hunting at the lowest cost, starting with the standardized decoration of stores. The brand does not play music in its aisles, so as not to pay royalties to the artists.

For products, the France director, Wouter de Hack, tries to reduce the price as much as possible. “Our concept is to always present the best price to the customer”, he said. One in three products costs less than 1 euro. Most items are made in China. The brand also buys the lightest hangers, which are the least expensive. As for smoke detectors, Action, currently in negotiations with a manufacturer, will only offer a 5% margin, something unheard of according to him.

The non-food discounter, which is the fastest growing in Europe, is now operating in 12 countries.

Watch the full report in the video above

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