Intermarché, one of France's leading supermarket chains, has announced its latest Christmas gift to drivers: fuel at cost price for two days. Scheduled for December 20 and 21, 2024, this initiative aims to alleviate the financial burden on motorists during the holiday travel season.
With the price of diesel averaging €1.676 and unleaded petrol (SP98-E5) reaching €1.847, many consumers are feeling the pinch at the pump. The holiday season typically sees increased travel, making this promotion particularly timely. Intermarché's offer will see fuel sold without any markup, allowing customers to pay only for the purchasing, transportation, VAT, and petroleum taxes—which constitute roughly 60% of the fuel price.
“We are committed to defending consumer purchasing power by providing solutions to meet everyday needs,” stated Intermarché's president during the recent Capital broadcast on M6. This sentiment echoes the supermarket's strategic decision to support families during one of the year's busiest travel periods.
Despite the advantages of Intermarché's promotion, competitors have not announced similar initiatives for this weekend. The announcement puts Intermarché at the forefront, attracting more customers to their gas stations which are often located adjacent to their stores.
The concept of fuel sold at cost price is not new for supermarkets. Back over the summer, stores like E.Leclerc leveraged similar promotions during peak travel times, aiming to draw customers who might also stop by for groceries. Fuel promotions serve as “loss leaders,” effectively bringing customers through the doors, benefiting overall sales.
This time around, Intermarché's strategy is focused on the Christmas rush, aligning with the company’s objective to support families during this costly festive season. While Intermarché takes the spotlight, TotalEnergies has also committed to keeping their fuel prices below €1.99 until 2025, showing the competitive nature of the fuel market.
For consumers, even small breaks on fuel can significantly reduce travel costs during the holiday season, where spending typically spikes. By selling fuel at cost, Intermarché is not only supporting customer savings but also fostering goodwill, enhancing their brand image as customer-centric.
“For many French people, transport costs are too high, so offering cost price fuel is beneficial,” said the supermarket’s president. This move underlines the supermarket's position as it responds to growing economic pressures faced by families.
The specific gas stations participating in this promotion are listed on the Intermarché's website, allowing customers to plan their visits accordingly. This Christmas promotion is anticipated to draw significant foot traffic, as families prepare for road trips to join loved ones during the festive season.
Overall, this approach from Intermarché is expected to reflect positively on customer loyalty and sales as consumers appreciate the effort made during this financially demanding time of year. With travel costs remaining high, the chance to fill up at the pump without markup is likely to be well-received.
