Action is facing a serious competitor from the hard discount sector, which this week opened a new store in France. Its 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 heavily strained. Lidl, GiFi, Action and company have never been so popular! It is not for nothing that Action was voted the favorite brand of the French in 2024 – it has 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 it should have some competition…
Indeed, the Danish brand Normal is determined to conquer France too! Created in 2013, it arrived in France in 2019. “Normal products at abnormally low prices” : its slogan immediately sets the tone. In fact, Normal stores offer everyday items at knockdown prices, where hygiene and cosmetic products sit alongside cleaning and food products.
There are 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 sales, discounts or loyalty points to accumulate for possible discount vouchers. It prefers to allow its customers to buy at a “low and constant price” 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 is constantly offering new products which completing the permanent product assortment. Every week, 100 new references appear on the shelves. A way to encourage customers to come back 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 its 167e store in France, and customers were there on the opening day! To attract customers, Normal is banking on the fun side of its stores, by creating a real “bargain hunt” through a maze where the customer is “guided”.
And it doesn’t intend to stop there! The Danish chain wants to extend 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!