Monoprix in France vs. Target in America

In my pre-trip assignment, I analyzed Target in America. When looking for a French equivalent, I considered Target's variety of products offered as well as their price point. In considering these things, I discovered Monoprix in France. Monoprix is similar to Target in their variety of products, price point, and presence in different locations. It has some differing goals from Target, but has shown signs of innovation. However, Monoprix and Target have very similar focuses when it comes to the vision and design of their business.

Monoprix is a major French retail chain. Just like Target, it combines food retailing with other products such as clothing, hardware, and household items at about the same price point. It is headquartered in Clichy, Hauts-de-Seine, France in the 17th arrondissement. At the end of 2008, Monoprix had 300 stores and employed over 20,000 people in France. Today, there are 400 Monoprix stores with 5 brands: food, decoration, beauty, hygiene, and textile. Much like Target, Monoprix is present in 85% of French cities that have 50,000 or more residents.

Monoprix is a low-price retailer with very competitive prices. Unlike Target's frequent partnerships with designers to create low-price specialty lines for Target, you will not find designer brands at Monoprix. One of the main goals of Monoprix instead is to make the shopping experience easier for residents of Paris by making their travel distance shorter. Monoprix accomplishes this by having implementing many stores in different areas of Paris, eliminating the need for private transportation. Monprix has shown signs of innovation in areas like offering organic produce and a new Beauty Monoprix section. Unlike Target, one of Monoprix's most popular services is home delivery of products for their customers.

Very similarly to Target, Monoprix does not claim to be "the cheapest." It instead focuses on an "art of living" and a "re-enchantment of everyday life." Target and Monoprix also both place a strong focus on developing a relationship of trust with the customer, with sayings at Monoprix like "Everyday we think of you" like Target's "Expect More. Pay less."

Overall, Monoprix is very similar to Target. In my research, I came across many traveling blogs that remarked how much Monoprix in France reminded people of Target in America. With similarities even like a bright layout similar to Target's layout, I believe that Monoprix is just as available, affordable, and welcoming as Target.