A receipt from E. Lerclerc and his delivery of the “anti-inflation shield”.
INFLATION – “We protect your purchasing power”assures the company on its website. “Keep prices down to earth”, says another slogan. Since announcing its anti-inflation shield on May 2, retail giant E. Leclerc has presented itself as a bulwark against rising food prices, the consequences of poor harvests and running energy market prices linked to part of the war in Ukraine.
At the start of the operation, CEO Michel-Édouard Leclerc himself went to the television sets to detail this offer aimed at “Pamper 18 million customers” facing a crisis. “We will protect the prices. We will create an inflation hedge. We start with 120 items, the most commonly used in France. If these prices are exceeded, we will pay in the form of a ticket (on the loyalty card) ”, the businessman explained to BFMTV. Since then, the scale has been expanded to 234 products.
Michel-Édouard Leclerc: “We will create an anti-inflation shield” https://t.co/6X3qclbwE2
— BFMTV (@BFMTV)
But after checkout, the discount that appears at the bottom of the ticket is sometimes disappointing, as evidenced by the many comments and photos posted by customers on social networks in recent weeks.
“I just finished my shopping at Leclerc, I got more than 167 € and the receipt. I saw it “ANTI-INFLATION SHIELD” and below I see the amount: 0.10 €. Thanks Leclerc, with you I don’t feel the inflation”, tweets a customer with sarcasm. “Words fail me. A joke that has been shared several thousand times on Twitter. “What can I buy with this 3 cents saved because of Leclerc’s anti-inflation shield? asked a confused consumer.
Among the many messages of this type observed on Facebook and Twitter, the discounts hardly exceed a few cents, even for several shopping baskets of 100 or 200 euros. The numbers are far from filling food inflation, which was close to 7% in July, according to INSEE.
I just went shopping at Leclerc, I got more than 167€ and on the receipt I saw “BOUCLIER… https://t.co/VrocF1Ylan
— ThibaudD (@ThibaudD__)
Words fail me… I am overcome with joy https://t.co/WtPizG30zO
– Jill Munroe (@Glitter9)
What can I buy myself with these 3 cents saved thanks to @Leclerc’s anti-inflation shield? 🤔 https://t.co/UKysvU0os6
– DJulien22 (@DJulien22)
A very limited list of products
How to explain these discounts that are considered disappointing to some consumers? Contacted by The HuffPost, E. Leclerc simply remembers his method of calculation. “The amounts credited to the card at each checkout correspond to the increases seen in the products on the anti-inflation shield list purchased by customers. Therefore they vary according to the number of products concerned and the increases seen in these products., explains the company. According to the brand, the reference prices “secured by the bailiff” to begin with, then the payment is calculated “in real time” to establish the value of the discounts.
With a limited list of 234 “protected” products, from tens of thousands of product references in a supermarket, it is therefore not surprising if some invoices are little or not affected by the discount offer. It is also important to note that this selection is more based on the popularity of the products (“the most commonly used in France”, according to the company’s CEO), not so much in their importance in a healthy daily diet. For example, there are few vegetables, but many processed foods (cookies, crisps), sweet drinks (sodas, beer) and other products with low nutrition that are used mainly as an aperitif.
“Since May 4, 120 shield products have seen their sales prices increase. On average, the increase was +4.5%. Currently, nearly 6 million E.Leclerc cardholders benefit from the anti-inflation shield,” took E. Leclerc’s assessment of the operation since its launch.
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