Casino-owned Monoprix made over 6,000 products available through Amazon’s Prime Now in September 2018. According to Casino, the partnership with Amazon has exceeded expectations and could be expanded soon.
The service has exceeded forecasts…
Monoprix made the Prime Now service available to a third of shoppers in Paris. The initial results have been “very, very satisfactory” with the number of orders exceeding original forecasts by two to three times. The Prime service has also generated between €10m and €20m since launch, which is equivalent to the food sales of a Monoprix store.
Monoprix’s CEO, Regis Schulz, hopes to expand the service across France from 2019. Schulz commented, “We are ready to follow Amazon’s deployment in all big French cities. They are likely to make the announcement when they are ready. It’s part of their plans for sure.”
…and helped Monoprix gain new customers
Schulz claims Monoprix has also gained new customers by launching on Prime Now. He notes that the retailer has reached 70% to 80% of Amazon Prime members who had not previously shopped at Monoprix.
Statements argue against some of the concerns
Schulz’s comments could be construed as being predictable, he was unlikely to comment so soon if the alliance had not proved successful. If true, with Amazon Prime not cannibalising sales from Monoprix’s own web site, the service could prove to be a success in the medium term. It would enable Casino to compete with Leclerc and others in Paris and France’s other key cities and scale its quick fulfilment option much more quickly than if it had not aligned itself with Amazon.
However, concerns will remain that Casino’s agreement with Amazon, and separately with UK-based Ocado, will not work out so positively in the longer term. Many will remain nervous over whether Monoprix shoppers will continue to buy through the company’s own web site once they have heard about Amazon Prime or other shoppers become supporters of it. Although the initial results may be positive for both sides, it remains interesting to see whether this will continue to be the case in the future.
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