The agreement, announced last week, between European trade Pixmania online giant and Presstalis (ex-NMPP) for news broadcasters, foreshadows the revolution that will probably be the offices of tobacco if they want to put an end to what looks like an inexorable decline The original partnership, through the launch of a power plant purchases on the Internet, Netdiffuseurs, will allow the kiosquiers and other points of sale of newspapers to buy all of the references of the merchant, a subsidiary of the powerful British distributor IMSB International site. What gives them the opportunity to have 50,000 products to offer their customers against... 600.
However, the main problem of tobacconists, first network of proximity in France with more than 27,000 sales outlets (or), is precisely to the fact that 60 of their turnover, estimated at 16 billion euros, dependent on the beverages (for 40) and tobacco (for 20), two markets in difficulty. According to a study by the firm Oliver Wyman on the sector, cigarette sales have indeed declined by 33 between 2001 and 2006, to stabilize since, while beverages flows have experienced a decrease in activity of 2 between 2002 and 2006, further accentuated by the prohibition of smoking, which is translated by a declining consumption on the spot.
Changing brakes
Jacques-Olivier Bruzeau and Mathieu Colas, the authors of the study, "the network, for the most part made up of independent managers, punishment to evolve." "He did not yet to adapt to the changing needs (Internet, services...), despite the financial support of the State". Addictive in French law for the fixing of prices (tobacco, alcohol, games) and national policies (tobacco, obesity), and any power of the Confederation of the tobacconists of France, which includes about 90 of the profession, have, from their point of view, slowed its evolution. Ironically, the future contract launched by the State with the tobacconists - which aims to increase the income of the points of sale by a rise in the commission, to improve the conditions for the exercise of the profession and to develop activities of public service (stamps fine or tax)-fact that major suppliers of tobacconists, Altadis (tobacco), Heineken or other Kronenbourg, are struggling to put their products and innovations.
At the time, note the study, we are witnessing a continuing fall in the number of points of sale, in particular the smaller, located in rural areas, the number decreased by 31 between 2003 and 2006 against an increase of 6 for the largest, which have more resources to attract customers. But, in the urban environment, "it is more difficult to reinvent frontal competitive chains of proximity, where the issue of a new type of franchise or cooperative for this type of actors", noted Jacques-Olivier Bruzeau and Mathieu Colas. While in rural areas, should be, according to them, build a model that emerges in the United Kingdom of the cooperative.
For Oliver Wyman consultants, the Office of tobacco of the future, urban or rural, will be before all a place more oriented proximity client products and promoting the service.
The Oliver Wyman study on lesechos.fr/documentslesechos.fr/documents
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