The chain Monoprix, founded 80 years ago on a popular image store at low prices, has now become the favorite brand of trendy urbanites, playing on the personalization of the customer relationship and the idea of "creating surprise every day. "
Monoprix, which opened its first store in Rouen in 1932, has emerged as France was recovering just the crisis of 1929. American model of price stores unique, the company offers in the heart of town an assortment of everyday life in affordable price ranges.
Success, based on this popular image is almost immediate. In 1940, Monoprix has 63 outlets, and in 1947 it launched its products under its own brand.
"From 1950, the idea was to offer customers a free full service by offering" everything under one roof ', a model resume supermarkets ten years later, "argues Stephen Maquaire, CEO of Monoprix.
But the rise of hypermarkets edge is a blow to the development of the brand competes on low price segment. She tries to focus on the same niche, launching Super M in 1968. Without much success.
"The concept of popular magazine which has built Monoprix has aged badly in terms of the development of hypermarkets. Finding himself in a strategic stalemate, the brand had the intelligence to totally change his tune, abandoning his low price positioning to turn to high-end "analysis Yves Marin, specialist retailing at Kurt Salmon.
This is only since 1982, Monoprix began a modernization of its stores "to adapt to the changing lifestyle of its customers" and is firmly positioned as a store downtown, with the idea "to be more in touch with our customers," says Maquaire.
Meanwhile, the brand began its move upmarket with the launch in 1986 of Monoprix Gourmet, followed in the early 90s of the first organic products.
The low price policy is abandoned in favor of value / pleasure / price.
"Today, Monoprix is on average 13% higher than the average of major distributors. But his strategy is to keep its benchmark price by compensating value added services," says Marin.
"We do not find ourselves on the battle of prices. What we want is to create surprise everyday," says Maquaire.
As a result, the brand pays close attention to the decoration, to merchandising, to make its stores real living spaces.
"There cultivate their image with trendy urbanites CSP + - their customer type - playing the role of pioneer trends, including in food, such as when they launched smoothies" Innocent "taken over then," is Yves Marin noted.
Similarly, the brand plays on hyper-proximity to consumers, thus behaving better than commercial distributor. Hence his famous slogan: "What can we do for you today?".
In this sense, the brand plans to increase its sales on the other side of the counter for all stands of fresh produce for more customer contact.
Monoprix is also clearly positioned on the multi-format, with the launch of Monop '(2005) and Daily Monop (2007), signs smaller dimensions with extended opening hours.
Among the projects: the development of Monop Station in stations, and the launch of Monop Street, itinerant vans for sell snacks on the streets.
About to be wholly owned by Casino, after the buyback agreement with Galeries Lafayette, Monoprix has 450 stores in 200 cities of France and employs approximately 20,000 people. In 2011, it achieved a turnover of 4.1 billion euros.