Amazon, Cdiscount, Fnac: the match delivery unlimited

for subscription delivery, lethal weapon of the e-tailers? The battle is in any case raging between the Premium Amazon, Express+ on the Flank and Cdiscount at will. Which is the best ? Analysis point by point.

While the retail sector was expecting that, but it's still a hard blow: in launching, the 16 June 2016, service super quick delivery to Paris, Amazon has struck a great blow. To the point of reacting to policy makers (Anne Hidalgo in the lead), who fear a fatal blow dealt at the trade of proximity.

customers who spend more... and are less see also

fears... rather well-founded, if we are to believe a recent study by the Consumer Intelligence Research Partners. With Amazon prime (called " Amazon Premium in the United States), Jeff Bezos seems to have found the fatal weapon. What is the principle? For an annual fee, the members pay no shipping charges on their orders (as long as they do not require a delivery option special). And it is incredibly effective. Subscribers Premium in the United States spend more than that (1100 dollars on average per year, compared to 600 for the customers, "standard"), are more numerous (54 million in the United States at the end of 2015, 63 million at the end of June 2016, which is more than one american household out of two), in particular thanks to the irresistible operations of recruitment that are the Prime Days. As many customers as the other dealers see get away... often for good.

Cdiscount is 60% less expensive

Not crazy, these last few have felt the threat. For the past two years, the two main challengers to Amazon in France, Fnac and Cdiscount, have also launched their delivery service by subscription. Do they have enough assets to not be crushed by the n°1? To find out, we analyzed this offer from Amazon Premium, amazon, Cdiscount, will and Fnac Express+.

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First element of comparison: the price. With only 19 euro annual subscription, Cdiscount remains faithful to its positioning of the breaker price. And appears significantly less expensive than its two competitors (49 euros for Amazon and Fnac, the latter providing a discount of 10 euros for holders of its loyalty card). Contrary to his habit, the American, therefore, is not the best saying. But he still has an argument rather promising: the nephew, the grandmother, a Premium member can take advantage of his or her subscription to any member of his family, at no extra cost.

Width of the offer: Amazon carries everything

On the other hand, on the number of references proposed, there is no match. With 200 million references, the supermarket Amazon is much better stocked than Cdiscount (15 million products) and Fnac (10 million). The merger with Darty should allow it to repeat part of his delay.

The ratio is even more lopsided when you look at one of the arguments flagship of these three offers for subscription delivery: delivery the next day. Because Amazon is the only one to commit to deliver products that are offered by some merchants in its marketplace. Neither the "Sellers partner" of the Fnac, nor those of the "C Market" at Cdiscount (which represents the vast majority of references, as the site of bordeaux does not market itself than 150 000 references) are not affected by this option.

4 million French "premium" this year?

The results of this offensive commercial? On this subject, for the kick, the Fnac and Cdiscount are aligned on the legendary cult of secrecy, of the firm of Jeff Bezos. The few figures that do exist come from estimates external, never confirmed by the parties concerned. According to the Journal du Net, Cdiscount at Will had 300 000 users in September 2015, a year in which the e-merchant from bordeaux announced an increase of 244% in the number of subscribers to this service. How many of the 6 million holders of the card Fnac, to which the agitator is a cultural address, in priority, to sell his service, Express+, have they converted? Mystery... But it seems that once again Amazon to make the race in the lead. Premium, which exists since 2008 in France, would have reached 2.5 million subscribers by the end of 2015, and would target 4 million by the end of 2016. The subscribers a majority of ile-de-france according to the trade magazine LSA, which explains the offensive "Prime Now", carried out in the capital. A field where the struggle between our three e-shopping is only just beginning...

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