Auchan, Decathlon, Leroy Merlin stayed in Russia. The boycott did not work

Proxi.cloud team leader Mateusz Chołuj reminded that boycotts of Auchan, Leroy Merlin and Decathlon networks, which did not stop operating in Russia after the war in Ukraine, appeared in the public space. – Having tools to measure traffic in stores, we checked to see if Poles were actually avoiding these stores. he said.

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

Report: Polish consumers have not given up on Auchan

He noted that after comparing the number of visits to Auchan stores and rival hypermarkets, it became clear that Since the beginning of the war, traffic at its facilities has increased by 4.5 percent. – At the same time, competition has increased by only 2.1% 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. – However, it was smaller than the 4% competition. – He gave.

According to the expert, It is easier to change food brands that are comparable in quality and price than to leave a nearby store, especially when fuel is more 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.

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See also: Stores are withdrawing Russian products. “Bottom-up equivalent of sanctions”

There was no boycott in the decathlon

He added that there was no boycott of Decathlon network facilities. – The sports brand recorded 3 percent. customer growth, competition increased by an average of 1 percent. On the other hand, the number of unique Decathlon customers decreased by 2.9 percent. 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 Chołuj, After the Russian occupation of Ukraine, the Poles could not boycott the Decathlon 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 boycott took place in Leroy Merlin

Analyzes show that We can talk about a boycott of the Leroy Merlin chain. 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 network decreased by 10.2 percent. “They did not notice a change in the stores of other chains in the same segment, earning only 0.04 percent, which gives them an advantage of more than 10 percent,” said the expert.

He added that Leroy Merlin’s unique customers mean a deeper decline in total store traffic. The network was primarily abandoned by casual buyers and, to a lesser extent, 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 they still buy from them,” he said.

According to Çoluc, Information about the prices and quality of special products is better than 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.

Source:

PAP

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