How Monoprix is ​​trying to soften its image as an expensive brand

For Monoprix, the challenge is both to retain its most price-sensitive customers and to show others that the brand is not disconnected from reality. PHILIPPE HUGUEN/AFP

INFO THE FIGARO – With the “Monopetitsprix” operation, the Casino subsidiary wants to reassure its customers without changing its model.

Monoprix customers may be more urban and wealthier than the average French person, but they are not insensitive to prices. The Casino group brand, more expensive than almost all of its competitors, is launching an operation intended to demonstrate that it too can support the purchasing power of its customers. While the rise in food prices reached 6.6%, it could not remain without reacting.

With its “Monopetitsprix” program, the brand blocks the price of 300 everyday products from this Tuesday until the end of the year. An operation similar to that launched at the end of August by Carrefour on one hundred products of its private label. At Monoprix, the fixed price offer will include national brand products, such as Nutella, Carte Noire coffee or Ariel and Skip detergents. Customers will also benefit from a temporary discount of 10%. Finally, students and families will have access to specific discounts on catering products.

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