With a turnover of €180 billion in 2017, the agri-food sector is at the heart of our economy and its 17,647 companies, 98% of which are small and medium sized enterprises (SMEs) spread throughout the country, make up France's leading industrial sector. This sector is now closely linked to the mass retail sector, which is structured around 6 main brands (Auchan, Carrefour, Système U, Casino, Leclerc and Intermarché). Despite the tensions generated by this new association and, more generally, by the volatility of food products, these two sectors retain solid levers of dynamism. The balance sheet for 2017 looks encouraging, but we need to take a step back and identify the current market issues. In addition to strong competitiveness, new trends are driven by consumers: absolute transparency, health safety, e-commerce, personalized experience. In this context, innovation is the only real driver of growth. By being directly established in two of the key regions of the French food industry, each with a particularly large distribution network, IÉSEG CONSEIL has naturally decided to create the "Food & Distribution" Business Unit to help its clients understand this rapidly changing sector.
The food and retail sectors are currently undergoing a profound transformation (e.g. boom in organic products, the emergence of the drive, the return to convenience stores). In this context, any new offer of food products and/or distribution services must first be the subject of an in-depth market research; typology and segmentation of consumption, influence of prices on the motivation and frequency of purchase, competition in place etc. Being regularly confronted with the specific issues involved in launching a new project, our consultants help you determine your needs and design customized market studies, real decision-making tools for your future strategy.
Consumers are now over-informed, particularly in the food and retail sectors. Reaching them at the precise moment when they are likely to interact positively with the exposure of an advertisement is therefore a new challenge. Today, only 30% of marketing executives say they use their data to develop their marketing strategy. IÉSEG CONSEIL offers you intelligent solutions to define a strategy consistent with your customer and prospect orientation. Our specialized marketing consultants help you to focus on what is really essential and what will generate business (e.g. brand image development, blog dedicated to your activity, optimisation of your referencing). The objective is to develop a global reflection taking into account the solutions already proposed by the competition in place and including your legal, financial, administrative and pricing constraints.
The customer satisfaction rate for the mass retail sector is 75% in 2018, which is lower than in 2017 and the average for our close European neighbors (Germany, Spain, Great Britain, Italy), which all exceed 83%. Although the vast majority of consumers are motivated by low prices, we are convinced that differentiation also means innovation in the service of simplicity and speed in shopping. IÉSEG CONSEIL offers you a wide range of studies, including satisfaction studies, which are adapted to your needs and allow you to faithfully reflect the reality of your consumers. After the information gathering phase, our consultants experienced in data analysis design a detailed summary, accompanied by innovative recommendations consistent with your strategy.