Several French e-commerce sites are currently organizing “French days”. Launched in 2018, twice a year, what do they really offer and do they offer attractive discounts? The Release make the point.
Do you know the “French days”? This commercial operation saw the light of day six years ago. In 2018, six French brands are coming together to emphasize French e-commerce: Cdiscount, Boulanger, La Redoute, Fnac, Darty, Rue du Commerce and Showroomprivé. The idea: highlight their offers, offer discounts twice a year. But also to face the American giant Amazon and its two main commercial operations of “Prime days” at the beginning of the summer and “Black Friday” at the end of November.
Organized in the spring and at the beginning of the school year, the “French days” currently take place from April 30 to May 7, 2024.
What incentives can you expect?
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French days: our advice for making the most of online advertising
Less successful than before
Despite these concessions, are the “French days” a commercial success? Fnac-Darty did not want to comment and the other brands, contacted The Release, did not respond to our interview requests. According to Foxintelligence with Nielsen IQ, “French days” generated fewer online purchases in 2023 than in 2022.
A view that is not really surprising the sales specialist Olivier Dauvers: “We can’t say it doesn’t work, but the ‘French days’ are alive, he explains. It’s very difficult to align competing brands with one commitment.”
According to him, “the individual power of each brand compared to Amazon is not enough”. In addition, brand communication (emails, radio advertising, TV) remains weak. Another disadvantage in his eyes: offering “French days” 3 weeks before Mother’s Day, which is still a high place for consumption, inconsistent. Without forgetting that with inflation, the French are making big changes to their costs.
2024-05-04 04:40:10
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