In Senegal, the sling of small traders against the giant Auchan

The consumption habits of Senegalese people are changing and the small neighborhood shop, once very popular, is now used more for troubleshooting than for real supply. The very low prices offered by Auchan also attract the popular classes. But for the union of traders and industrialists in Senegal, the aggressive practices of the French supermarket chains threaten nearly 15,000 small traders.

Mamadou Dian holds his shop for a year, in the residential area of ​​Sacré Coeur in Dakar. Today, he feels threatened by supermarkets, customers are scarce and come only for small extra runs.

Its turnover has dropped considerably. No more big daily recipes. From nearly 100,000 FCFA per day, he is now struggling to reach the 30,000 FCFA at the end of the day.

The situation becomes critical and pushes him to want to abandon his business. With the scarcity of clients, he now has trouble paying rent and feeding his family. He remembers a time or " mornings from 8am to 9am, before there was the tail.They came one after the other, we sold.Now you can sell to a customer, you will wait, ten minutes, fifteen minutes, to see another customer, people come to buy things, 300F oil, 300F, 150F, that kind of thing. Products that have an expiration date. "

Commodities are cheaper

In Auchan supermarket shelves, basic products such as rice, oil and milk powder are cheaper than in neighborhood shops. A price difference of sometimes a few FCFA but that makes the difference in a basket.

The French brand has adapted to the reality of the local market. It wants to address all Senegalese consumers, whatever their purchasing power. And as local shops, Auchan has decided to stay open until midnight in some neighborhoods.

Jacqueline Ferrera, who abandoned the traditional markets for the
French supermarket. She finds everything at more competitive prices. And in the air-conditioned and orderly departments, shopping has become much more enjoyable. Jacqueline made the calculations, on a basket, she estimates to be able to save up to 1000 FCFA. " It's more practical, you have everything, you have prices, you do not have to ask prices and also when you compare to the market, it's cleaner and we realized that Auchan still a little cheaper. "

We disturb the small traders (…) but it is our DNA to propose modern stores, where there is all the comfort, all the choice at affordable prices
Laurent Leclerc, director of Auchan Senegal

The director of Auchan Senegal, Laurent Leclerc understands that today "we disturb the small traders but it is our DNA, it is our bottom of trade, it is of offer modern stores, where there is all the comforts, all the choice at affordable prices.For me there is room for everyone Auchan does not have the vocation to be the business of ultra proximity. The shopkeeper will always have his place to sell the service of recovery for all the customers who will leave their home saying I miss a product to make an evening meal, my bottle of gas etc … "

At the headquarters of the National Union of Traders and Industrialists of Senegal. For his
president, Ousmane Sy Ndiaye, the threat of Auchan is real. Nearly 15 000 small
traders may lose their jobs because of the practices of the French chain.

He fears the definitive death of small neighborhood shops: " the pricing practices practiced by Auchan border the Dumping One can not understand that Auchan is able to sell at half the prices offered by traders on the market.I give you the example on milk.The milk powder is offered by Auchan almost 50, see 60 % cheaper than what traders price, there are 15,000 that are directly impacted by Auchan's activities, of which 15,000 have 6,000 to 7,000 who have real trouble repaying their money. bank credit because they can not sell. "