To decipher the profound changes taking place in the continent’s retail industry, we met Valéry Martin, a strategy and insights expert with 30 years’ experience in North Africa, Sub-Saharan Africa and Europe, who works with leading brands to transform the complexity of African markets into growth opportunities. For him, Africa is not just a field of observation, it’s the beating heart of tomorrow’s creativity and business.
Lifestyle, more than a trend, a survival strategy
Gone are the days when people went to the mall just to fill their carts with staples.. In Abidjan and the major cities of West Africa, the retail sector is undergoing a silent revolution: that of experience and lifestyle. We take a closer look at a market where fashion, culture and entertainment have become the new engines of growth.
According to Valéry Martin, the duel between giants such as Prosuma and CFAO is no longer based solely on the price of basic necessities.. Lifestyle” has become the real sinews of war.. In this configuration, the classic supermarket serves as a loss leader to generate traffic, but it’s the lifestyle, fashion, culture and home brands that generate the real margins and ensure the profitability of shopping centers.
Capturing attention
How do brands like Fnac, Nespresso and Mango manage to dominate the market? The answer lies in a key concept, according to Valéry Martin, the Sticky Factor (Sticky Factor). The aim is no longer simply to sell a product, but to “capture” the consumer’s time.. In this strategy, leisure plays a predominant role. Cinema, for example, is the ultimate weapon for keeping customers entertained for several hours.. This flow of visitors, who initially came “for the film”, ends up consuming “for pleasure” in the surrounding fashion boutiques..
Three models for three Visions
The retail landscape now revolves around three distinct approaches:
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Prosuma: A multi-sector “heavy artillery” covering leisure, home and fashion.
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CFAO: A marked specialization in the winning trio of fashion, food and catering.
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Auchan: A model focused on convenience and proximity, offering an alternative without superfluous luxury.
Where does “Made in Africa” fit in?
This is the burning question for local fashion players. While international franchises such as Kiabi, Celio and Mango often occupy strategic locations, the challenge of positioning is crucial for African designers.
Should they seek prestige by setting up next to giants like Nespresso, or prefer the proximity of the Auchan model? For Valéry Martin, the future of the physical mall lies in its transformation into a total cultural center. To succeed in this, it is imperative for a creator to rely on data before setting up shop, to guarantee viability in the face of landlords’ demands.
The final word: “Tomorrow’s retail in Abidjan will no longer be a question of distribution, but of mastering the overall consumer experience .” – Valéry Martin
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