They reason in logisticians above all said he

Seventy-seven years after his birth at Rouen in the turbulence of the great depression, Monoprix is part of those who resist rather well to the current crisis. A recent study by the French Institute of fashion, notes that in the first quarter 2009 sales of textile and clothing grew 2.4 in the so-called "popular" stores (depending on the denomination by the statistics encompassing Monoprix and Prisunic merged since 1997). At the same time those of hyper and supermarkets fell 2.5 and 5 in multi-brand shops. While any large distribution does communicate more than price, bottom necessarily, Monoprix continued to lie elsewhere. The pleasure purchase and service field. With two slogans distilled by radio Monop: "Do shopping by doing your shopping" and "it does what for you today".

De-normalise daily purchase

Hubert Hémard, the marketing director of the sign held with parity by Casino and Galeries Lafayette, said that, as the inner cities where is born, Monoprix, distant heir to the stores to "unique price" pre-war, it is simply embourgeoisé. This finding is a strategy designed around two axes: de-normalise daily purchase and facilitate the lives of its customers. Starting with the presence of a "visible" staff in the store who recognizes the barge and does not hesitate to interrupt a task to help catch a perched high product. Monoprix practical Extensible scheduling, opening on Sunday morning (pas everywhere) and holidays, free shipping (for card holders Monoprix), the command on the Internet and the payment at home (the end of the waiting in cash), plus the maintenance of services the cut type Franprix competitors cannot provide or place. Most importantly, while the hypers stationery for school classes and toys at Christmas, Monoprix maintains these rays throughout the year. "Needless to store double copies and toys." "Our clients buy as their needs," said Hubert Hémard. The average basket at home is located at 12 euros, against 45 for hypermarkets. He believes that touch the element of differentiation with competitors in the discount. "They reason in logisticians above all", said he. The evidence "The quantity of products sold by reference is not our primary management indicator." It would lead to remove half Editor's Note: 12,000 to 14,000 references in total while it is this diversity that

"our customers are looking for", he argued.

Marketing peer

As the sign gained a reputation as a cryptanalyst trends and talent scouts. How indeed remain faithful to the spirit Mafia, the Agency style which, in the 1960s, revolutionised Prisunic. This is true RADIUS feeding, including the square to the bio, and in fashion, which teaches regularly invites young designers, Avril First, Erotokritos, Soledad Bravi (lazy) this spring and P.O.E.M to school.... "We prefer this type of profile to the heavyweights in the mode". "They are gaining notoriety and we earn is in roughness", said Hubert Hémard. The RADIUS for children, very appreciated by customers beautiful neighbourhoods, Monoprix does not hesitate to propose the layette in Kashmir at prices that have nothing to do with those of Bonpoint. Other point very inherited from "prisu", the colour, distinctive sign of the Deco-House RADIUS, for which the sign is regularly work large signatures (in particular Joseph Conran). In beauty, finally, Monoprix plays for years card exclusivity with major brands such as with line makeup Studio Secret of l ' Oréal or products "pro" of Toni & Guy.

The next step for this "small store" neighbourhood, it is the marketing peer. Open 300 days a year, Monoprix treats every day some 800,000 cash tickets. A wealth of information about the tastes and colors of its customers, which, properly treated, will allow to better target offers and promotions. "We are ready to here in a year," provides its marketing director.