Leaning on the handle of her bright orange shopping trolley, Fatia observes with amused eyes the musicians who have come to play in the parking lot of the Toujust store. For the inauguration of this new retail brand, in the heart of a commercial area of Alès (Gard), the organizers have provided the means. Orchestra of percussionists, balloons in the brand colors, canvas bag offered to all new customers and guard of honor for employees at the entrance to the 1,000 square meter supermarket. So many little touches that bring a smile to the tired face of this mother. “I’ve heard about it for weeks. They promise up to 10% cheaper than elsewhere, so of course I came to check it out!” she slips before rushing into the rays. Unemployed following several health problems, the forties raises her teenage daughter alone, who follows her timidly between packets of cakes, fresh fruits and vegetables and meat trays.
The two women check each label: after paying bills, refueling and various insurances, their monthly food budget rarely exceeds 250 euros. “In all, we live on 1,100 euros per month. Our daily life is calculated to the nearest penny”, sums up Fatia, passing in front of the decoration and beauty departments without helping herself. Since the beginning of inflation, a year ago, the mother of the family has crossed off her list of all the products and activities deemed superfluous. “It’s been a year since we set foot in the restaurant. And I’m not even talking about the cinema… It’s niet”, she breathes. Last year, the small family even had to part with one of their two dogs, out of pure financial necessity. Little by little, Fatia began to cut out the discount coupons found in the catalogs of major distributors, and to compare the price of each food product on the sites of different brands. “I track promotions, limited offers, loyalty card benefits… I never thought I would spend my time doing this. But we no longer have a choice.”
“It’s unheard of, so we take advantage of it”
In the brand new aisles of Toujust, she is not the only one calculating the price of her shopping cart. Claudine, a retired caregiver, sticks only to the list drawn up before her arrival. A technique put in place for a few months, while inflation no longer allows him to eat fish and prohibits him “any fantasy”. “My daughter-in-law is coming to visit me in two months, and I’m already thinking about what I’m going to cook for her… It’s horrible to come to this,” she confides before inspect the label of a meat punnet. The sexagenarian seems disappointed: the price of the product that caught her eye is similar to that offered by a competing brand. A few meters away, Claudine, on the other hand, is delighted with a whole chicken offered at 4.50 euros. Two weeks ago, this former employee of a discount supermarket, recently unemployed, had to give up buying one of these poultry. “It was 8 euros for the chicken. Just too expensive for me.”
Pascale and her daughter Vanessa inspect the price of meat trays in the Toujust store in Alès.
© / The Express
“Everything increases, except wages”, notes his daughter Vanessa. With a weak smile, she slips a small box of moisturizer into her shopping bag: the product is displayed at 1.62 euros, against “about 2.50 euros in other stores”. The two lip sticks, offered at less than 2.50 euros, will remain on the shelf. “It’s really not expensive… But what we don’t need, we don’t take.” On the other side of the supermarket, a small group is already rushing to the grocery store. Bottles of sunflower oil are offered at 1.39 euros per liter, compared to around 3 euros in other stores. “It’s unheard of, so we take advantage of it,” says a young woman, slipping a dozen bottles into her shopping bag, under the disapproving gaze of other customers. “There won’t be any more for the others,” Claudine squeaks. In a few minutes, the department is robbed.
Short circuits
To reach these prices defying all competition, the founder of Toujust did not save on the presentation of the products, does not play on expiry dates closer than the average, as hard discounters do. Fabrice Gerber preferred to bet on a simple concept: the short circuit, the elimination of intermediaries and direct negotiation with suppliers, who at the same time become shareholders of the group and are offered a quarter of the profits, as well as one contract in twenty. years.
“If I need a pallet of apples, for example, the producer with whom I have signed a contract will deliver it directly to my warehouse or my store, without going through a wholesaler or a central purchasing office”, illustrates the boss. Result ? “I can respect my suppliers, and offer them a much higher price than those imposed by large retailers. For my part, I save on intermediaries, and everyone wins, including the consumer.” A former executive of Leclerc, Super U and Aldi, the man knows the rules and principles of his competitors by heart, and he has decided to cut it short with this model “which does not [lui] no longer suitable for a long time”.
“With traditional distributors, we are currently experiencing a totally disproportionate balance of power. They suffocate us by imposing ever lower prices on us. And we can’t refuse, because if one of them lets go, we can close shop”, testifies Carlos Revenga, president of the Tradition & Terroir charcuterie and butchery company, who agreed to collaborate with Toujust a year ago. With Fabrice Gerber, the negotiations went differently. “He listened, was looking for more qualitative, less marketed and more regional offers. With him, I know where I’m going, and I think I’m being paid the right price.” A privileged link, which has enabled Toujust to win over a hundred suppliers, including a few major brands and a majority of local SMEs.
“Our model frightens them”
To meet the needs of the fifty or so Toujust stores which will be opening by the end of the year throughout France, and to achieve its objective of 310 points of sale within five years, Fabrice Gerber wishes to triple this number of suppliers. He continues to travel the territory in search of market gardeners, breeders, producers or winegrowers who would like to take part in the adventure. “But it’s not easy. You can’t imagine the pressure that some have been under: the supermarkets have clearly threatened them with reprisals if they follow us. Our model frightens them.” For the “bigger ones”, Fabrice Gerber has also had to face many refusals. “By signing with us, they fear being dereferenced elsewhere,” he regrets.
In the Alès store, however, it is possible to find major brands of spread, soda or washing powder, from what the boss calls “the parallel market” – these products in particular from previously unsold stocks, and that Toujust buys back at a low price. Other products are sold at prices similar to those of the competition, while most references are marketed by Toujust under its own brand.
“Anyway, we see a real difference in the final grade!” believes Virginie, brandishing her receipt. In the parking lot of the commercial area, this nursing assistant lists her savings. Two hamburgers for 2 euros instead of 3.50 euros, frozen fish fillets offered a few cents cheaper than the competition, an accessory for his son’s phone at 1 euro… And dog food, “for once at the same price as the usual store”. “It may not seem like much, but for us, every penny counts,” the mother calmly explains. With a monthly salary of 1,200 euros, she recalls that there is no place in her budget for holidays or outings. And that at the end of each month, his bank account is overdrawn.