Analysis: Poles did not boycott all remaining networks in Russia – Pulse Business

According to an analysis based on nearly 500,000 observations by UCE Research and Proxi.cloud, consumers, the boycott of the remaining retail chains in the Russian market did not receive a big reaction among Poles.

According to Mateusz Chołuj, head of the Proxi.cloud team, there have been public statements about the boycott of the Auchan, Leroy Merlin and Decathlon networks, which have not ceased operations in Russia since the attack on Ukraine. “We have tools to measure traffic in stores, we checked that Poles are really running away from these stores,” he said.

“We checked the differences in the number of unique customers and their visits. We compared the data before the war and after the occupation, ie from January 24 to February 23 this year and from February 24 to March 26 this year. The number is equal because February is shorter than March, ”he explained.

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He noted that after comparing the number of visitors to Auchan stores and competing hypermarkets, it was found that traffic to its outlets increased by 4.5 percent after the start of the war. “At the same time, competition has increased by only 2.1 percent on average, which gives the French company an advantage of 2.4 percentage points,” he said.

He added that in terms of the number of unique customers, the Auchan network decreased by 2.3 percent. Compared to the period before the Russian invasion of Ukraine. “But it was smaller than the 4 percent competition.” – He gave.

According to the expert, it is easier to change the food brands you buy in terms of quality and price than to give up the nearest store, especially when fuel is expensive and there is a constant shortage of time. As he stressed, it should be remembered that many Polish refugees were supported by buying food, clothing, medicine, hygiene products and other products, for example, in Auchan stores.

According to Adam Grochevsky of Proxi.cloud, the concentration of a large commercial offer significantly increases the feeling of ease of shopping, which removes the barrier to abandoning the Auchan chain. “Consumers will have to spend more time before making all the relevant purchases in a few new places,” he said.

He added that there was no boycott of Decathlon network facilities. “The number of customers of the sports brand increased by 3%, and competition by an average of 1%. The number of customers of the unique Decathlon decreased by 2.9% compared to the pre-war period,” he said. He noted that other companies operating in this segment also suffered losses, although less than 1 percent.

According to Cholozh, the Poles were unable to boycott the Decathlon after Russia’s attack on Ukraine because they wanted to help the Ukrainians. “The chain’s store offers a wide range of products needed on the front, from lanterns to tents or sleeping bags, and these products were purchased after the war,” he said.

The analysis shows that Leroy Merlin’s network can be considered a boycott. France’s construction network was registered at 5.7 percent in March. less traffic than before the war. For comparison, in other DIY stores, this figure increased by an average of 6%. “In turn, the number of unique customers of the chain decreased to 10.2 percent. The stores of other chains in the same segment did not change, gaining only 0.04 percent, which gives them an advantage of more than 10 percent,” said the expert.

He added that the deeper decline in Leroy Merlin’s unique customer base than the total traffic in the store means that the network has been abandoned primarily by casual customers, and to a lesser extent by regular customers such as repair teams or construction companies.

As Grochevsky estimates, in both the Decathlon and Auchan situations, customers’ own shopping habits are important, and it’s not easy to change them all at once. “Yes, many consumers are against the war in Ukraine and strongly demonstrate it, even thinking badly about these stores, but still buy from them,” he said.

According to Choloy, knowledge of the prices and quality of specific products is superior to the desire to boycott companies that do not leave Russia. “It can prove that the declarations of the Poles are different and the practice is different,” he said.

The analysis was prepared on the basis of monitoring 481,200 people. consumers and a 1980 sales outlet located in all Polish provinces. The data used in the analysis was obtained through geofencing, ie virtual circles marked on the map, which allows to collect information about the entry and exit of a particular consumer from a particular area.

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