French Consumer Co-operatives: Pioneers of French Modern Distribution

Résumé En

Purpose This research aims at explaining how consumer cooperatives have been pioneers of modern distribution in France. These companies issued from the 19 th century socialist utopia provided the basis for both modern marketing and Corporate Social Responsibility (CSR) principles. Using an historical approach, we will introduce the different cooperative innovations that were finally adopted by the main actors of the French distribution sector. The case: French consumer cooperatives The choice of this specific type of company has been motivated by different reasons. First, it is a very old form of distribution. Indeed, even if it has been developed on a larger scale and on a sustainable way by the Rochdale Society of Equitable Pioneers in England during the 19 th century, the very first one was developed in Lyon (France) in 1835 by the "Canuts" [silk industry workers]. This form of cooperative originated in social movements led by unsatisfied customers. Then, its legal status is original for a consumer cooperative belongs to its customers (the so-called members or co-operators) in charge of marketing goods at a fair price and ensuring the sustainability of the cooperative. Lastly, consumer cooperatives have been leaders of the French distribution sector from the 19 th century to the 1980s. Methodology Data collection was based on both primary and secondary sources. Relevant information was taken from literature about the cooperative sector and the French distribution industry. We also had access to the archives of Coop Atlantique (the most important remaining French consumer cooperative) and public archives. This documentary research work was completed by several semi-directive individual interviews and focus groups with different consumer cooperative stakeholders, such as customers, co-operators, employees, and managers (active and retired). We also organized and were part of seminars on cooperatives , which gave us the opportunity to interact with both professional (co-operative managers or members of cooperative federations) and academic (researchers in History, Economy, Marketing and Semiology) stakeholders. Consumer cooperatives as pioneers We were able to identify two fields in which French consumer cooperatives could be considered as pioneers in France: marketing practices and societal orientation. Consumer cooperatives as pioneers in marketing practices Consumer cooperatives are behind numerous marketing innovations regarding price, product, distribution or promotion policies. In terms of price, a first idea came directly from the roots of consumer cooperatives. Indeed, first members were workers unable to buy food items made too expensive by the industrialization of France and its effect on the reduction of food-crop production.