Skip to main content
Hit enter to search or ESC to close

Narrow down your searches to:

  • All
  • Food is Living
  • Industry
  • Farmers & Growers
Top Picks
Bord Bia

How Monoprix’s new concept store will affect the consumer’s decision making process

17 October 2019

Clodagh Murphy, Global Graduate Paris, Bord Bia - The Irish Food Board

 

 

 

 

Monoprix, France’s premium high street retailer, opened their new concept store on the prestigious rue St Dominique in the 7th arrondissement in Paris on the 9th of October.  Their objective is to offer a more pleasant and innovative in-store experience with a variety of services to make everyday life easier for consumers living in urban areas (Monoprix, 2019)[1]. This concept store is the first of many as Monoprix hope to deploy 10 stores following this model by 2020.

 

 

Today’s consumers are more concerned about health and the environment than ever before and Monoprix has combined technology and product placement in order to respond to these needs as well as heighten the experience of convenience seeking shoppers. The newly opened Monoprix with its clear and modern aesthetic has increased its selection of To Go products from15% to 20% and now provides a seating area for customers to eat on site (Leboucq, 2019)[2].  Furthermore, it has embraced the organic trend by providing shoppers with a section of bulk buy for grains and cereals all of which are 100% organic, allowing the customer to reduce plastic waste and eat better.

 

 

 

 

 

Monoprix have recently collaborated with the app Jow (https://jow.fr/) and have integrated it into their new concept store. This app allows customers to access fast and easy recipes available on a screen in store. To optimize convenience the screen is positioned next to a fridge where all the recipe ingredients can be accessed within arm’s reach.  Thus simplifying the customer’s decision making for a better shopping experience.

 

 

Modern aesthetic for wine aisle with scanners to allow customers to access reviews of each bottle

 

 

 

 

A new revelation is the presence of touch screen scanners placed around the store so that customers can scan any product to see its Nutri score. The Nutri score informs the consumer on the nutritional quality of a product by positioning on a scale of A-E, A being the highest nutritional quality and E the lowest. 

 

According to a recent study by Nielson, products with A and B ratings currently represent 31% of food revenues of supermarkets (Nielsen, 2019) (3).  Moreover, 91% of French consumers are in favour of the presence of the nutri score on food products (Dufetel, 2019)(4). 

 

 

With the general availability of nutri score scanners in the store, consumers are much more likely to only choose those products with a higher score.  And with the roll out of these stores and the nutri score gaining traction in Europe, it is definitely something that Irish suppliers should take into account with regards to packaging when trying to enter the French market. Furthermore, with the growing importance of food apps, it is also important to consider the possibility of having a presence on these platforms. 

 

 References:

 

  • (2) Leboucq, V. (2019). Monop se transforme pour coller aux attentes des urbains. Retrieved 10 October 2019, from https://www.lesechos.fr/industrie-services/conso-distribution/monop-se-transforme-pour-coller-aux-attentes-des-urbains-11384