More and more local shops are adding activities to their basic trade. This diversification often takes the form of an expansion of the range of products desired by the consumer. Attentive to changing habits, the retail trader endeavours to adapt to new consumer purchasing trends. The consumer’s expectations have changed and proximity, quality and conviviality are now important factors when choosing where to buy products. Consumers are more likely to visit several shops and, while he would go to two shops on average in 1987, he now goes to three or even four. As a result, the trader must emphasise the quality of his products and services, and sometimes even the price.

A form of innovation, an expansion of the range is part of a strategy of shop “staging” intended to surprise the customer and encourage him to come back. It must not, for all that, detract from the advantages of the local shop: speed of service and competence. Product complementarity is a customer service and must not harm the neighbouring trader by head-on competition. Moreover, it means that the trader must be very familiar with the new products he introduces. A retail cheesemaker, butcher-pork butcher or fruiterer who develops a selection of wines must be sure that he has the necessary skills obtained through suitable training. This multi-disciplinarity is becoming more and more widespread in local commerce, resulting in major changes in the way a trader works. These additional activities account for between 10 and 20% of the global activity of the trader, sometimes rising as high as 40 or 50%.

In order to define a winning strategy when managing a local commerce, it is essential to know your strengths (speed of service, quality and personalised welcome, knowledge and quality of products, informed advice, service both during and after the sale, etc.) and weaknesses (limited ranges, high price). It is also important to attract new customers by innovating and evolving within your specific trade.
Hence the qualitative specialist (for example in fruit and vegetables) will offer a wide range of specific products and services in attractive premises: original ready-to-use prepared on site (4th range) as well as snacks, baskets of fruit, loyalty cards, delivery, telephone orders, tasting, etc. The multi-specialist (minimum 600 m2) will bring together several fresh product departments (meat-based products, dairy products, etc.) by combing counter and self-service sales.
Innovation is also possible by belonging to or creating small efficient networks at either a national or regional level. In-store events with POS advertising and personalised bags also enable a trader to attract customers and make himself known. It is even possible to add a pedagogical note by preparing recipes using seasonal products, accompanied by advice on how to prepare them and health information.

Another source of innovation and evolution is the expansion of activities, following the example of a certain number of florists who have become creators, decorators and stylists. The same phenomenon can be observed with certain retail fruiterers, who have turned to decorating for films, buffets, weddings and events (fruit and vegetable sculptures and cascades, etc.).
An essential aspect, innovation was the theme of a major competition held in March 2007 entitled “Les défis de l’Innovation” (innovation challenge) open to retail fruiterers who are members of the UNFD. The aim of this operation was to reward innovative ideas and to improve the accessibility of their products vis-à-vis the consumer.
The three winners distinguished themselves with highly innovative concepts:
- First (Florence Carayon) rides the wave of on-line fruit and vegetable purchases with her web site, accompanied by services (on-line orders, delivery, table decoration, recipes, etc.);

Pro reviews

“Many Parisian craftsmen-traders are obliged to complement or expand their range of products to compensate for falling turnover or the commercial desertification of certain districts of Paris and its suburbs. Nevertheless, they must comply with the legal and regulatory framework governing the commercial lease and with the food safety and hygiene rules, and I would like to salute the work and support of the CCIP and the traders’ associations in this field. Moreover, the consumer is more and more inclined to buy his products in a single place. It’s a major advantage for a craftsman-trader to offer a range of select products which are of better quality and more original, unlike large/medium volume distribution… Innovation is also possible through new technologies such as the Internet, new packaging, events, customer services, etc. Innovation and evolution are key factors of development which nevertheless require well-defined coordination and complementarity”.

Jean-Luc Dejean
(Director of the CIFCA)

“Through the filter of our inter-professional apprentice training centre for the food industry, we clearly see that the structures of commercial companies are less and less compartmentalised. Today, everything is interrelated and this is illustrated by our professional qualification certificates. For example, a cheesemaker will recruit an apprentice with a view to training him primarily in selling wine. This trend is gaining ground and both company managers and trainers take this phenomenon into account. Diversification is a factor of innovation and now ensures the same level of quality across products. The frontiers between professions are diminishing as it is becoming necessary, in light of the market and large volume distribution, as well as the changing face of the clientele. Local shops are innovating and evolving in several directions and adapting to a new type of clientele”.

Florence Hardy
(Managing Director of the company Medelys - Quality Import - Rungis)

“More and more, traders are developing extended product ranges as there is a real demand from the clientele. These additions may be occasional or take the form of events. This phenomenon can be observed in top-end stores where product complementarity ensures the same level of quality. They want to distinguish themselves positively in relation to the competition with a view to providing their clientele with a range of products of the same quality. This phenomenon is gaining ground and traders are looking for advice and pre-established ranges corresponding to current trends, which are primarily initiated by restaurants and cooking fads. It’s good for the consumers and for our trades”.

Eric Lefebvre
(Cheesemaker-dairyman - Paris)

“MOF 2004 (best worker in France), vice-president of the National Federation of Cheesemakers, I represent the 5th generation of cheesemakers. In my shop, I sell only dairy products and I never considered broadening my commercial horizons until I discovered Natoora. It was then that I decided to sell my cheese on-line. Today, it represents between 10 and 15% of my turnover. For twelve years, I have also organised cheese buffets, bread-cheese-and-wine tasting evenings and, as an extra, I sell some cooked meats and delicatessen products. I am a staunch supporter of innovation while sticking with the primary product, but I am not in favour of expanding the range”.

Pascal Buffard
(Butcher-pork butcher-caterer)

“From being a butcher pure and simple, we have become a butcher-pork butcher-caterer. We have about twenty sorts of wine, fruit juice and sodas. We offer about thirty different dairy products: milk, cheese, yoghurts, etc. Drinks and dairy products account for between 10% and 15% of our activity. That means that there is a real demand. The customer likes to have a certain ease of purchasing and a wide choice, so we are obliged to diversify; if not, we become marginalised. Nevertheless, we are first and foremost a specialist butcher”.