Action faces a serious competitor with a hard discount brand which is increasing the number of store openings in France. His motto? “Normal products at abnormally low prices.”
Faced with rising prices, discounters are gradually extending their reach in France, constantly attracting new customers looking for good deals, while their wallets are under heavy strain. Lidl, GiFi, Action and company have never been so popular! It is not for nothing that Action was elected the favorite brand of the French in 2024 – it also celebrated its eleventh anniversary in France where it has more than 700 stores – with its dense product offering ( DIY, home, decoration, multimedia, hygiene and beauty, toys, etc.) and its very low prices! But she should have competition…
Indeed, the Danish brand Normal is also determined to conquer France! Created in 2013, it arrived in France in 2019. “Normal products at abnormally low prices” : its slogan immediately sets the tone. Indeed, Normal stores offer everyday items at discounted prices, where hygiene products and cosmetics rub shoulders with cleaning or food products.
There you can find well-known products from major brands – Gillette, L’Oréal, Ajax, Sanex, Nivea, Colgate, Oreo, Kinder –, but also products from more confidential brands at reduced prices. However, the brand does not offer any sales, discounts or loyalty points to accumulate for possible discount vouchers. She prefers to allow her customers to buy at a “low and constant prices” any day of the year.
Thus, the products displayed at Normal are on average 30 to 50% cheaper than in supermarkets. All items are sold at fixed prices, meaning there are no special offers or sales. Customers can expect to find the same prices the next time they visit one of the stores. Suffice to say that, in an inflationary context in which many French people admit to reducing their consumption of hygiene products, Normal arrives at the right time.
Not to mention that the brand constantly offers new products that completing the permanent assortment of products. Every week, 100 new references appear on the shelves. A way to encourage customers to come back for a visit regularly so as not to miss a possible gem.
Normal opened its second store in Oise in Beauvais on Wednesday August 21, located near its competitor Action. This is his 167e store in France, and customers were there on the opening day! To seduce, Normal focuses on the fun side of its stores, by creating a real “bargain hunt” through a labyrinth where the customer is “guided”.
And she doesn’t plan to stop there! The Danish chain wants to expand its influence and open 1,000 stores in France within ten years. For comparison, Action currently has 800 points of sale in France. The Dutchman had better watch out!