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Action

Action is a Dutch-based non-food discount retailer offering a wide range of products at low prices across Europe.

Retail & Trade Non-food discount retail B2C Europe

Action's strong market presence contrasts with inconsistent customer experiences and limited online engagement.

Total score 74.2 Brand Control Score
Score band Fragile overall control level
Control gap 2.7 strongest minus weakest block
Weakest area Read Demand lowest control area
Weakest block Create Demand lowest block score
Competitors 10 mapped competitor set

Control block scores

Control areas

Choose the Market

Know the Market 80.0
Read Demand 67.0
Make Choices 78.0

Build the Brand

Be Recognised 78.0
Own Meaning 73.0
Win Choice 76.0

Create Demand

Control Channels 73.0
Build Memory 70.0
Balance Growth 76.0

Convert Demand

Control the Journey 72.0
Remove Friction 74.0
Guide Choice 74.0

Weakest signals

Leak badges

Demand Creation Leak

Competitor set

Lidl Competes in the non-food discount retail sector
fully scored
Aldi Offers similar product range at discounted prices
fully scored
Kruidvat Provides health and beauty products at low prices
profiled
HEMA Sells a variety of non-food items at affordable rates
profiled
Primark Offers fashion and home products at low prices
profiled
Big Lots Provides discounted non-food products
profiled
Dollar General Offers a range of non-food items at low prices
profiled
Ross Stores Sells discounted brand-name merchandise
profiled
Target Provides a variety of non-food products at competitive prices
profiled
Walmart Offers a wide range of non-food items at low prices
profiled

Profile summary

Category

Retail & Trade

Sub-category

Non-food discount retail

Region

Europe

Target market

B2C

Company type

Hybrid

Primary buyer

Individual consumers

Core offering

Discounted non-food products

Main use case

Providing affordable everyday products

Buying triggers

Need for everyday non-food items, Desire for variety in product offerings, Seeking value for money

Evaluation criteria

Product quality, Price competitiveness, Store convenience

Differentiators

Consistently low prices, Rapid product turnover, Broad product range

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