Supermarket subscriptions: What interest for brands?
After Monoprix and Casino, the Carrefour group will be offering its customers a reduction offer as of Monday in Rouen. The subscription, set at € 5.99 per month or € 4.83 for Pass card holders, will be non-binding. It will guarantee a 15% reduction on all products of the brand’s brands, i.e. around 7,000 references. And this, without minimum on the amount of the basket. What interest does this new offer have for consumers? Why is this concept so attractive to the retail sector? What are its limits ?
« This subscription strategy offers several advantages for supermarkets. Obviously, it is an immediate, additional and recurring source of income. No less than 2 million euros per month for the Casino group, before any customer purchase! In a context of growing online food purchases (+ 42% in 2020 according to Fevad), the subscription also aims to create a community of customers both for purchases in physical stores and for those online, while Amazon recently made deals with Monoprix and Naturalia. Finally, Carrefour’s reductions mainly relate to its private labels, which are the products on which supermarkets profit the most (30% large on average), ”expleads Maxime Chipoy, president of MoneyVox.
Created in 2003, MoneyVox (formerly cBanque) is a site for news, explanations and comparisons on personal finance and the budget. MoneyVox deals with multiple subjects such as daily banking, means of payment, savings products, loans, taxes, retirement, insurance or energy. The team now consists of ten journalists and web professionals. The site also hosts a very active forum on financial matters.