The French Favourite Discounters-Action

In the latest list of "France's favourite retail brands", the Dutch discounter has jumped from ninth to the top spot in just four years, with 46% of its fans.

Wouter de Backer, Managing Director of Action France, is delighted: "Action is truly positioned as a partner to the French, and we are committed to helping our customers maintain their purchasing power by providing them with the most affordable daily necessities and long-lasting products." This result is a testament to the power and relevance of our business model." Action fared particularly well in this ranking, overtaking regulars Decathlon and Leroy Merlin to become the new standout.

The history of Action in France is only 10 years

In this short decade, the company has opened 730 stores in major areas such as the suburbs of Paris. Action is a machine that continues to attract and convert French consumers, and its fan base is growing by the day. Looking ahead, we expect Action to continue to hold its own in the leaderboard. The retailer didn't open stores just to drive sales, but because consumers really liked and identified with its business model.

Since 2018, France has become Action's number one market out of 11 in Europe. The retailer is gradually pulling away from its competitors in terms of customer experience, with strong word-of-mouth. Consumers can not only get considerable savings when shopping here, but also constantly discover new products, and this shopping experience makes customers very satisfied.

With new winners emerging in three of the 18 assessed industries, we witnessed a counteroffensive by brick-and-mortar retailers that have gone all out to enhance digital experiences and omnichannel services (e.g., click and receive, home delivery, third-party platforms, etc.) during the pandemic. For example, Fnac (which sells books, music, movies, electronics, toys, stationery and more) is now in a position to compete with Amazon.

Our company is a manufacturer of holiday decorations, engaged in export for nearly 20 years, our products and prices are also very suitable for Action, we are contacting Action, hope we have the opportunity to help your company develop new products.