Fixed prices, anti-inflation shield, boost... good deal or simple publicity stunt?

the essential Large retailers have implemented several measures against the sharp rise in food prices and communicate strongly on these operations. Does the customer win?

The price of the races on the receipt: this is the new anxiety of consumers for several weeks. Food prices have risen sharply on the shelves. In August, consumer prices rose 5.8% year on year, according to INSEE.

In this context, large retailers have launched several operations to let their customers know that they have their prices under control.

What do hypermarkets do?

Leclerc launched the inflation shield. The brand has established a list of 230 products. If prices increase by December 4, 2022, the amount of the increase is automatically credited to the customer's loyalty card in Leclerc tickets.

Carrefour freezes the prices of 100 own-brand products for 100 days until November 30, 2022.

Intermarché launched the "1 euro is a lot" operation on July 14 and offers 500 everyday products at less than 1 euro.

Lidl extends its boost until October 31: once a month, with the Lidl + application, customers are entitled to an immediate 5% reduction on the entire store from 50 euros of purchases.

Giant Casino has been multiplying operations for several months: liter of petrol at €0.70 and school supplies at €1 with reimbursement between this sum and the amount actually paid at the cash desk in the form of vouchers.

Auchan offers "7 days to take advantage of more than 100 promotions".

Aldi offers more than 300 products for less than €1.

Have other businesses locked in prices?

Cultura has blocked the prices on 500 products from the start of the school year until September 11: these are the "top sales" of the brand that are often found in school lists. Same approach by Kiabi, which decided to block the prices of 140 basic products in the men's, women's, children's and baby departments.

How were the price-locked products chosen?

"These products have been selected with our customers. During the round tables that we organize with them and for them - this represents more than 3,000 customer interviews - we ask them which products are the most important", explains a spokesperson for Carrefour. at The Dispatch. For its part, Intermarché explains that it has selected Intermarché own-brand products "to offer a real breadth of offer at less than 1 euro".

Are these real everyday products?

Leclerc's anti-inflation shield includes 230 products from the private label or its first price brand. Each time with very specific references: the operation includes white ham 4 slices but chicken breast 6 slices, Viennese coffee but not chocolate, Coca-Cola without sugar, not zero.

At Carrefour, the offer covers Carrefour brand products: breakfast, starchy foods, meat, frozen foods, pizzas and desserts. A specific product is part of the product family operation, not the entire range.

Same approach at Intermarché with the house brands (Monique Ranou, Chabrior, Paturages, etc.). The list in detail is not communicated by the brand which promotes to The Dispatch of "competitive data".

Is this a real effort from the big retailers?

Carrefour communicated on the blocking of 100 prices. If the approach is to be welcomed, they only represent... 0.03% of the products available in a hypermarket which has between 30,000 and 40,000 references! "It's a publicity stunt but it's useful, the brands are all trying to show their customers that they do a little more than the others, but that's not what will stop inflation" , said retail expert Olivier Dauvers on RMC. On France Info this week, Michel-Edouard Leclerc assured that the anti-inflation shield cost "tens of millions" to his brand.

Once these operations are over, will prices explode?

If the prices of some of the products are blocked in the stores, others are subject to price increases months after me. A rise in prices that will continue at least until the end of the year. "Obligatorily, there will be price increases, we do not want to keep them for months, it will not be a blow, we try to be very careful but the increase is inevitable", indicates to The Dispatch Jean-Baptiste Beyries, Purchasing Manager for Stationery at Cultura.