Action is a non-food discounter, offering an average of 18.7 million weekly customers an ever-changing variety of 6,000 products in 2,918 stores, while welcoming an average of 13.6 million unique online visitors. These numbers keep growing. Customers visit Action stores to buy everyday necessities or products that help make daily life easier – good quality and increasingly more sustainable products at the lowest prices. And we are proud of that. Our variety of products is accessible to everyone. From budget-conscious shoppers to those seeking value in everyday items, our stores welcome a broad customer base.
This is Action
Small prices: in our DNA, formula and in our culture
We’re able to keep our prices low by offering a selection of 14 different categories, with the same assortment in all our stores. And because of our size, we can buy these products in large volumes. Ultimately passing on the savings to our customers, by lowering our prices wherever possible and offer two third of our articles for less than €2. Next to that, we do business as simple as possible and use standardised processes, with an efficient logistics network. We are also very cost conscious. Our stores are mostly located just off the high street and we do not overspend on marketing. After all, every cent counts.
Big smiles: relevant assortment
What sets us apart is our commitment to providing an ever-evolving range of daily necessities, along with products that make daily life easier or more enjoyable. Candles or pillows for instance turn a house into a home. Our gardening or DIY-tools will help fix household jobs. Our approach blends the elements of surprise and enjoyment with a dedication to delivering high-quality products at the lowest prices. This combination ensures that our customers not only find what they need for their homes but also experience the joy of discovering thoughtful presents. In addition to our exclusive Action private labels and supplier-branded items, we offer products from renowned consumer brands, and introduce 150 new articles every week. This keeps our offering to customers surprising, up-to-date and relevant – and means we can adapt quickly to changes in customer demand.
Our colleagues make the difference
Our colleagues are the foundation of our success. It is important to us that our colleagues enjoy working at Action – whether through the spirit of teamwork, a strong customer focus, or a sense of pride in being part of our brand. We work together to grow Action. And as Action grows, we all develop with the company.
We find it important that our workforce is as diverse as the communities in which we operate and believe different perspectives add value. We offer everyone a chance to work for Action, regardless of their background. With over 79,600 colleagues, across 12 European countries, from 151 different nationalities (employed directly or through Action), Action provides work opportunities for a vast and expanding number of individuals and embraces diversity.
The Action formula
We have one recognisable brand, one store experience and one operating model. Our formula is the same across all our stores:
- As a non-food discounter, we offer 6,000 products in 14 categories at the lowest price, of good quality and increasingly more sustainable.
- We offer everyday necessities or products that make daily life easier or more enjoyable.
- Around two thirds of our range is flexible, one third is fixed. We introduce around 150 new products every week. This keeps our offering to customers surprising, up-to-date and relevant – and means we can adapt quickly to changes in customer demand. More than two-thirds of all products cost less than €2. Our products are A-brands, supplier brands or private label.
