Product quality and wide choice
The product really is the key asset for local shopkeepers, what makes the difference compared to other retail solutions. In traditional food stores, the offer is often broader and on average better quality than in other channels. For instance, cheesemonger-dairy stores offer their clients 118 listed products on average, according to a survey run in 2010 commissioned by the trade (1), and sometimes even 200 products (13% of stores). The same survey shows that retailers from the sector put the emphasis on top quality products. For example, 72% of cheesemongers consider that products with AOP certification represent over 50% of their sales.
The quality of the products sold in local stores is the result of serious selection work done upstream, with producers and wholesalers, their two main sources of supply.
Retailers also traditionally represent one of Rungis Market's principal clienteles, in number and value. Rungis is where they can find products from traditional market wholesalers and local producers. In the provinces, they tend to choose local, seasonal products. Retailers are keen to stick to a relatively specific range. For instance, traditional butchers re-launched their own beef trademark "l'Original" a year ago, replacing the "traditional butchers' beef" trademark that had already attracted over a thousand retailers. The specifications to allow use of the brand stipulates that the producer must adhere to farming best practices guaranteeing that the animal is raised by traditional methods and comes from a specific breed. The butcher also agrees to hang carcasses for a minimum period of 7 days.
An adaption to new consumption patterns
Tradition does not exclude modernity in product terms. In recent years, local retailers have opened up to new customer expectations, such as take-out, ready-made products and snacks. Traditional cheesemongers have developed the supply of buffets and theme-based platters; greengrocers now offer fresh cuts, buffets for receptions and fruit baskets for works councils; lastly, butchers have increased sales of specialties to boost cheaper cuts. For example, Joël Lucas, an MOF (best worker in France) butcher, will be on the Trends stand of the next Sandwich and Snack Show, on 15 and 16 February, to present his solutions to attract lunchtime customers with products based on butchers' know-how, displayed in trendier carry-out packaging. Product transformation is not longer a taboo in the trade, even though this labour-intensive activity must be handled with care. The original initiative to sell pre-cut fruit and vegetables earned Patrick Bougy the 2011 "Défi d'Or" prize at the Défis de l'Innovation (innovation challenges) organized by France's national greengrocers association (UNFD).
In Champfleury (Marne), the Bougy family have set up a workshop in the middle of their store called "Champfrais" where the family members peel, cut and grate fresh fruit and vegetables to offer their clientele recipes like salads, brochettes or soups. This offer has been so successful that Patrick Bougy tested part of this activity on the market by proposing ready-to-serve pineapple cuts. The business diversification even extends to catering. Jean-Luc Martin, a greengrocer in Jouy-aux-Arches (57) has combined traditional organic retail with a restaurant/delicatessen in his store. On the store side, the clients have choice of over 10 000 organic, ecological, natural and healthy listed products in fruit and vegetables, meats, dairy, etc. On the restaurant side, there is a choice of dishes and fast food menus for snacks, lunch or tea, made from fresh, organic produce. The concept has also expanded to the fishmonger sector, as with Sylvaine Bezard-Falgas, in Montrouge (see Professional Opinions).
The culture of know-how and excellence
These initiatives must be based on impeccable know-how to succeed, which is another strength local retailers can use to differentiate themselves. Traditional retailers have a "value added", particularly in terms of product knowledge (seasonal produce, use in cooking, "perfect" consumption). To make the difference, butchers have to hang meat, cheesemongers (40% call themselves refiners too) mature cheeses, while greengrocers propose fruit and vegetables when they are ripe. These practices are currently being reasserted and appreciated by an increasingly demanding clientele.
In this respect, traditional food trades are driven by the elite of each trade, namely the best workers of France (MOF). This title, created in 1924, crowns a test that consists in producing a masterpiece in record time. The traditional food and floral professions are widely represented: bakery-confectionery, delicatessen-caterer, butcher shop-stall, cheesemonger, fishmonger-oyster seller, and floral art for florists.
The greengrocer trade joined this closed circle when it obtained an MOF title in 2009.
It was a consecration for this profession, which felt its know-how was not properly recognized. In fact, this first title generated enthusiasm in the sector. Twenty-four of the first 34 greengrocers to register sat the qualification tests at Rungis in May 2010. Five of them, four women and one man, became "One of the Best Workers of France". Conscious of the challenge of providing training for future generations, the UNFD is now asking for recognition of a greengrocer vocational training certificate (CAP). The spirit of excellence, now in fashion thanks to the large number of cooking programmes on television, is increasingly encouraged in the food trade. In 2008, the Union Professionnelle des Fromagers from Ile de France created the "Lyre d'Or", a competition open to all cheesemongers and their employees with the goal of rewarding the best cheese platter creation. The next competition will be held at the cheese and dairy trade show in Paris, from 26 to 29 February 2012.
Modern sales techniques
Although relying on traditional know-how and products, traditional retailers have nonetheless adopted modern sales techniques in recent years, turning local presence into a strength. The "pre-sale" technique whereby retailer and client end up on the same side of the counter, the former offering the latter advice and guidelines, has become more common among grocers, greengrocers and fishmongers, and 34% of cheesemongers now practice it. Local retailers have also learned to change the positioning of product displays to break clients' habits and influence buying or to organize theme-based tasting events. As for market stallholders (50% of cheesemongers), their vehicles have frequently become genuine mobile stores.Local retailers now build loyalty among their clientele thanks to new payment means, like luncheon vouchers with greengrocers and cheesemongers, or the use of modern marketing techniques like handing out recipes, mailings, cards and loyalty coupons. In fact, consumers not only come to find products from these tradesmen, they're also looking for competence and advice. Retailers no longer hesitate to sell recipes and even cutting utensils. Brigitte Delanghe, a greengrocer in Courrière (Pas-de-Calais) goes so far as to give lessons to her clients. Since 2007, this retailer in the "Le Fruitier" chain has started up weekly half-hour Wednesday workshops for her clients, where she shares her love of the produce and her know-how.
In an era when shopping has tended to become dehumanized, local retailers play on transparency and friendliness. This is the goal of the very successful event called "24 hours with my local butcher" held in June for the last five years. For two days, butchers welcome the general public and show them what goes on behind the scenes in this profession, through introductory courses and tasting sessions. The next edition will be held on 8 and 9 June 2012.
Retailers are increasingly opening up to new technologies. Running a website is now common among florists and it is gaining ground with other retailers. One third of cheesemongers already have a website and another third intend to open one soon.
Some greengrocers have turned this tool into a real growth area, like Laurent Fléchaire at "Fruitier Cavaillonnais" in the Vaucluse department or Didier Marty in Haute-Garonne, who propose online sales. A website is a showcase to help people discover the store, its products and to stay in touch with the clientele by means of a newsletter, for example. The butchers belonging to the "L'Original" trademark system have a dedicated website (www.boeuf-selection-bouchere) that offers all members geolocation by department, plus descriptions of French cattle breeds, recipes, etc. It will shortly propose a pre-ordering service for consumers.
An excellent image with the general public
To deal with tomorrow’s challenges, local retailers can always count on their excellent popularity ratings with the general public. In the OpinionWay survey for Les Entretiens de Rungis 2010, 87% of French respondents recognized fresh produce
retailers’ know-how, 90% had a “good image” of them, with top prize going to florists (95%) followed by butchers (94%) and cheesemongers (94%). An overwhelming majority!
Bruno Carlhian
Sources :Insee, CFBCT, FNDPL, UNFD, Chambre syndicale des Fleuristes d'Ile-de-France)
(1) Survey done by FNDPL, CNAOL and CNIEL in partnership with Profession Fromager
Pro reviews
Crédit photo : FD
Danyèle Hugon
(President of the Chambre Syndicale des Fleuristes of Ile-de-France)
"The florist profession has modernized considerably in recent years. Professionals now stress quality of service, because the store is where people should experience emotions, contrary to what happens in a supermarket. Floral art is an art in its own right and it should play on emotions. Despite a difficult economy, we note that florists do not hesitate to invest in their point-of-sale to change the layout, improve displays and modernize the design. The Chambre Syndicale invited its members on a free visit to the Maison et Objet trade show it partnered, from 21 to 24 January, to check out the latest trends. We organized a special tour of the show for florists. It's an opportunity for retailers to stand out with small-scale decorations, and also to reflect on tomorrow's store. The profession's dynamism stems in part from the renewal of generations. The people taking over businesses, and they are many, bring new ideas, especially when they come from different backgrounds."
Crédit photo : Féd. Boucherie et MV de Paris et IdF
Bernard Merhet
(President of the Fédération de la Boucherie et des Métiers de la Viande of Paris and the Paris Region)
"The butcher's trade is heading towards increasingly higher quality in products and services. Two recent initiatives illustrate this trend. Firstly, the launch of the brand "L'Original", which recently replaced the "traditional butcher's beef" brand. It is a sign of the commitment of traditional butchers, for whom it is an exclusive trademark, to offer consumers meat that can be traced back to the farmer and even the herd. This new trademark reflects our close ties with the farming world. The specifications have been simplified in administrative terms, by comparison with the previous trademark, to make it easier to sign up. Nearly one thousand professionals have joined the process, but I think 80% of butchers will adopt it. The other initiative concerns the campaign called "24 hours with my local butcher" that we have been organizing for five years, to further closer ties between butchers and the general public. I think it will continue to expand in the coming years. Traditional butchers really should play on local presence with regular customers. If I was 20 years old, I would definitely open a butcher's shop in the centre of any average-size town that no longer has one!"
Crédit photo : UNFD
Francis Van der Elst
((President of the Union Nationale des Syndicats de Détaillants en Fruits et Légumes – the French fruit and vegetable retailers association)
"For four or five years we've seen a new dynamism in the retail trade, thanks to an overhaul of various practices and formats in stores. For example, retailers are showing interest in the niche market for ready-made products or buffets. The UNFD just began offering a training course on "Producing a catered buffet with fruit and vegetables" to teach decoration techniques. There is a great deal of know-how in this field, which the first Greengrocer MOF (best worker in France) competition helped to make known. We are also seeing the advent of new store formats on the outskirts of towns. These stores are larger and carry multiple products that compete with mass distribution. It definitely pays to take the initiative in this business. The 800 retailers who demanded permission to accept luncheon vouchers can now congratulate themselves, along with those who took the time to invest in the Internet."
Crédit photo : UNFD
Didier Marty
(Fruit and vegetable retailers and e-trader in Seilh - 31)
"We do 10 to 15% of our sales from our store's website (www.freshheure.fr). It's a real growth area for our 170 m2 sales outlet in Seilh, just outside Toulouse, where we sell 70% fresh fruit and vegetables and 30% other products like local wines and cheeses from the region. The website is a space for direct orders, as well as a showcase to bring the clientele to the store. For example, visitors go on the website to select products, then they come to the store to pick up their fruit basket. You have to be ready to spend a minimum amount of time to be effective. I spend an average of one and a half hours every day to update the website, especially prices, and to prepare mailings. I use the website as a working tool to help me modernize my company's management. I have my own vehicle for deliveries. I cover about 120 towns and villages around Toulouse. My next investment in 2012 will be an electric vehicle, for the environment and for the savings too."
Crédit photo : Semmaris
Sylvaine Bezard-Falgas
(Fishmonger and restaurant owner in Montrouge - 92)
"I took over a business that included a fishmonger store and a restaurant in the city centre of Montrouge in 2007, even though it was in receivership. However, I believed in the concept, because these are two highly complementary businesses. Firstly, you sell the same products on both sides, which reduces preparation costs and helps you better manage turnover, inventory and product promotions. Secondly, the store attracts people to the restaurant, and vice versa. Although the clienteles were quite separate initially, the fishmonger clientele gradually came to the restaurant and the restaurant clientele to the store, to make a recipe they'd enjoyed at table for instance. The restaurant seats 34 and people appreciate the freshness of the products that come straight from the fishmonger's. The prices are affordable, with a set lunch menu at 13 Euros. We take our time here, because we usually just do one sitting. The means are basically evenly split, with two employees for each business, who can help each other out when necessary."
Crédit photo : Fourel
Gérard Baesler
(Florist and floral decorator in Antony - 92)
"I invest regularly in my 250 m2 store in Antony, because decor and ambiance are essential factors in any contact with the clientele when you are a local business. It is absolutely necessary to stand out from the other retail formats and to offer an ambiance and service that is specific to us. In 2009, we injected 40 000 Euros to create an orchid greenhouse, an office to welcome Interflora, Florajet and events clients, to redecorate and expand the checkout counter and to renovate the wrapping counter. In 2011, we invested again to replace the awning of the illuminated shop sign outside and to install new lighting inside, to repaint and create a table to display the flowers. Every detail counts, especially in times of crisis when the clientele is much more difficult and more demanding. That's why we have a website (www.baeslergerard.fr) where you can see the photos, contact us and order."
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