highlights
about action
action in 2022
sustainability
people
planet
product
partnership
future
governance
appendix
Action in 2022
Action is the fastest-growing non-food discounter in Europe. In 2022, Action again recorded strong growth. In January 2022, we opened our 2,000th store in Prague, in February our first store in Spain and in December we announced our entry in Slovakia in 2023. With a presence now in eleven European countries, Action delivers value to more customers than ever before.
This growth brings a responsibility that we accept and embrace. We believe that it is possible to continue offering our surprising assortment at the lowest price while also improving the quality and sustainability of our products. In the past year, we have updated our Action Sustainability Programme, built on 4 pillars: People, Planet, Product, and Partnership.
At the same time, 2022 was also a challenging year. The war in Ukraine first and foremost represents an incredible human tragedy. The resulting inflation and increasing interest rates, supply chain disruption and overall impact on the economy also profoundly impact our business, employees, suppliers, and customers. Despite these geopolitical and macro-economic challenges, we continue to rely on our strong company culture and business model.
Hello Spain!
Raquel Lugones Romano, Store Manager Action Figueres
Following Girona, Sabadell, and L'Hospitalet de Llobregat, Action's fourth store in Spain opened in Figueres on 14 April. People here appear to be real Action fans, as all four stores are performing well. For Raquel Lugones Romano, Store Manager of our store in Figueres it was and still is an adventure.
"I knew that Action would be well received here in Spain. The store is an enormous success. It is fantastic to see how happy and amazed our customers in Spain are! They say really positive things.”
Read more
Each week, Action welcomes 14 million customers to our stores and another 6.5 million customers visit Action.com. Our quality products and low prices offer accessibility across a wide range of customer groups.
Our customers
People from all walks of life visit our stores, from people on a budget to those who just enjoy access to surprising everyday items. Especially in these times, when our customers are impacted by rising costs due to high inflation and increasing uncertainty. Now, more than ever, our broad assortment is important to the day-to-day life of our customers. Consumer research conducted in France (NielsenIQ) also shows that more than one in three people in France are Action customers and visit our stores at least once a year, because of the low prices. This number is an impressive one in two, among large families.
Through our digital presence, Action is connected with its customers 24/7. We now digitally connect with our customers via the Action website, newsletters, social media, and the Action App. The app was introduced in 2021 in the Netherlands. Mid-September 2022, we rolled out the app in Spain, followed by France and Belgium in early November. The app has been received very positively. Most notably, in France the app was the most downloaded app for two weeks. In 2022, the Action app was visited weekly 650,000 times.
The app has several functionalities to increase shopper convenience: customers can easily scan barcodes for additional product information, create a favourite list, and get inspired by the latest promo deals. After scanning their customer card, customers receive a digital receipt for their purchases. The app also allows them to explore the full assortment, and find nearby stores and opening hours. In the coming years, we will ensure that the app is available in all Action countries while continuing to develop it, enriching it with new loyalty features.
Action app available in more countries
During the first few months of 2022, COVID-19-related restrictions and measures were in place in all Action countries. This included store closures, fewer customers per m2 allowed, use of face masks, click & collect or restricted opening times. Our response to safety measures proved to be a welcome flexibility.
Covid-19
The Action webshop in the Netherlands celebrated its first anniversary. An average of 314,000 people visit the webshop each week. We currently sell over 150 products online and every Tuesday, we launch five new products. The ‘Online only’ products in the webshop are complementary to the Action store range. In 2022, over 300 new products were sold online. The average selling price is the biggest difference: €2.20 for a store product and above €20 for a product in our webshop. The Action webshop has got off to a good start. We achieved a lot of growth within the first year, with an increase in sales of 280%. In 2023, the webshop will be rolled out in Belgium where we will continue to learn and grow.
Webshop celebrates first anniversary
Action started testing self checkouts in stores in 2019. Currently, this concept is in use in 218 stores, mainly in the Netherlands and Belgium. Tests with self-scan are running in every country, except Spain. In general, customers appreciate the self-scan although usage levels vary, depending on the use of card payment and how familiar the concept is in a given country. In 2022, we had extensive training for employees working the self checkout. We also implemented a hand-held terminal functionality, which allows easy bag or age checks.
Self checkouts
We continued to expand our communication in 2022. Especially regarding our sustainability efforts, we increased our outreach to customers. Not only to inform them about our sustainability practices but also to guide them in making more sustainable product choices. We executed a successful pilot with in-store communication containing quality and sustainability messaging and will roll it out to all markets in 2023.
Across all communications channels (leaflets, email, radio, social media), we use green thumbs to highlight our increasing range of sustainable products. The thumbs provide information about sustainability certification labels and other relevant information. A great example is the updated leaflet for new store openings.
In several campaigns in 2022 Action promoted sustainable products. For example, the ‘Mini matters’ campaign highlighted responsibly produced gifts for children, such as cuddly toys filled with recycled polyester and FSC-certified wooden toys. We also held an energy saving campaign to help our customers deal with rising energy prices, we promoted products such as plaids, socks, jumpers, heaters, candles, LED lights; everything to keep you extra warm at home and save energy.
Sustainability communication and campaigns
Our products
The Dutch Entrepreneur platform MT/Sprout publishes its yearly list of ‘fast moving consumer goods’ companies with the best reputations. In 2022, Action ranked 10th in the retail segment (out of 207). We won three stars in four categories: customer service, excellent execution, good employer, and sustainability.
Action was also awarded a ‘Gouden Bakkie Award’ in the Netherlands. The award is given annually to companies and municipalities that have distinguished themselves positively in terms of collecting discarded light bulbs and luminaires. We scored number one because of our professional-level collection services.
Our assortment offers daily essentials as well as surprising products across a range of fourteen categories that are important to our customers in their day-to-day lives.
Customers awarded us with top
ratings in the “Retailer of the Year” competition.
Living
Austria
Belgium
Best department store
The
Netherlands
Best department store
Retailer of the Year
Alvira pads
Sustainable
time winner
First
Max & More Volumizing mascara
Belgium
award
Best buy
Private label products
With our private label products,
Action won seven prizes in 2022.
The award is given annually to companies and municipalities that have distinguished themselves positively in terms of collecting discarded light bulbs and luminaires. With our professional-level collection services, we scored number one.
The Netherlands
Gouden Bakkie Award
Hotel Royal Duvet set
Comfibeds hypoallergenic pillow
•
•
The Netherlands
Product of the Year
• Walfort LED bike light set
• Bites for Birds fat bolls (8x90g)
• Super Finn Dishwasher tablets all-in-1
• Alvira Organic cotton duo pads
Belgium
Product of the Year
In an effort to increase our circularity, we strive to improve at least five products from the fixed assortment that belong in the top 50 of each of the fourteen product categories. This gives us the opportunity to make impact at scale. We use the Circular Transition Indicators framework to measure the circularity of these products.
More sustainable products
Ethical Sourcing Policy
Ethical sourcing
In addition to improving circularity, we published our updated Ethical Sourcing Policy, to which all our suppliers are required to commit. It lays the foundation for responsible sourcing of both direct import (sourcing from suppliers or producers outside the EU, for which goods Action qualifies as an importer) and domestic sourcing (products sourced from wholesalers/importers) or producers within the EU, for which goods Action qualifies as a distributor).
Our organisation
Our growth has continued throughout the year. In January we opened our 2,000th store in Prague. After only one year in Italy, we opened our 10th Italian store in May. In July, we opened our 200th store in Poland and in August our 30th in the Czech Republic. In total, we added 280 new stores in 2022. At the end of the year, the total number of Action stores was 2,263. With the opening of our first store in Spain, in Girona, we had stores in ten European countries at the end of 2022. With our expansion into Slovakia in 2023, this number will increase to eleven countries.
Further growth
Growth of distribution centres
The distribution centre (DC) in Bieruń (Poland) opened in February and is the first DC outside the Netherlands that is fully operated by Action instead of a logistics service provider. It is also our second DC in Poland. In June we opened our third Import Hub in Gonfreville-l'Orcher, France, near the port of Le Havre. This new Hub will enable Action to further improve deliveries to French distribution centres.
In 2022, Action raised the bar on reducing emissions of greenhouse gasses (GHG). We are now committed to reduce the absolute emissions from our own operations (scope 1 and 2, versus the 2021 baseline) by 60% by 2030. We have taken further steps to reduce these emissions by, among other things, removing gas installations from our buildings and stores, using renewable energy, and testing electrical transport and we tested Hydrotreated Vegetable Oil as a replacement for diesel.
We also want to gain insight into the emissions that occur in our entire value chain, from our suppliers to our customers. We are in the process of calculating our scope 3 emissions, by conducting a carbon footprint baseline study. The results will serve as the starting point to monitor, set ambitions and reduce our indirect emissions.
Reduce emissions
International footprint 2022
Our people are the backbone of our business. As a result of our expansion, we created 8,211 new jobs in 2022. At the end of the year, 60,052 people were directly employed by Action. In addition, 19,703 individuals worked for Action at the end of the year on a basis other than an employment contract.
The Working Along Days take place during the busiest time of the year in November and December. On these days, our office staff works in a store for one day, providing extra support to colleagues and customers. The Working Along Days are an essential part of our Action culture. It is a tradition we cherish and a valuable opportunity to connect with our customers. In 2022, more than a thousand employees participated across nine countries.
Working Along Days
Inclusive and diverse company
We are considered the second-most inclusive retail company in France. Action was awarded an 8.2 by the retail magazine LSA in a list of inclusive companies in June 2022. In November, The Financial Times and statistics portal Statista awarded Action a score of 7.55 in their global Diversity Leaders list for the upcoming year, ranking Action in position 35th out of 75 global retailers. We highly value diversity, equality and inclusion. Everyone is welcome to work at Action, regardless of education, gender, age, sexual orientation, religion, ability or background.
Action wishes to make a significant positive contribution to people’s lives and be an active part and partner of society. Action believes that a responsible approach to tax is an integral aspect of doing business and we see the fulfilment of our tax obligations as part of creating long-term value for all stakeholders. We also consider paying taxes a way of making a positive impact in the communities where we operate.
We have been a proud partner of SOS Children’s Villages International since 2018. Every store and DC sponsors a child or a village in Asia and in July 2022, we donated an additional €100,000. The money for the donation was raised through the sale of big shoppers specially designed to celebrate reaching the milestone of our 2000th Action store in January 2022.
In addition to our support for SOS Children’s Villages, Action entered into a three-year partnership with the Johan Cruyff Foundation in February 2022. This non-profit organisation supports and develops impactful sports and play projects around the world. The partnership enables us to assist the Johan Cruyff Foundation in its activities to help children around the world enjoy sports and play.
The war in Ukraine has had a profound impact. As a retailer operating in many different countries throughout Europe, it is our responsibility to act. Action decided to donate 1 million Euros to UNICEF to help people who are affected by the conflict both in Ukraine and its neighbouring countries, among them, many children. We have also provided a variety of products, transport and storage facilities.
Responsible partner
Sustainability
Action has been working for several years on the existing material topics, with clear targets and action plans. The other two topics are less mature, although no less important. In 2022, we therefore took extra steps to determine our impact and the way we can create positive impact and mitigate negative impact. We discuss this further in the chapter titled ‘Sustainability’.
In 2022, we defined an ambitious agenda to update our ASP strategy. We renewed our materiality analysis to identify the most relevant impacts of Action on the environment, people, and the economy. For our four ASP strategy pillars, we updated six material topics and identified a further two.
Like-for-like sales growth amounted to 18.1%, partly due to fewer Covid measures being in place than in 2021. The increase of the like-for-like by several percentage points was particularly remarkable in the larger countries where Action has been operating for longer.
The loyalty to Action’s brand and range led to a higher number of transactions and increased store visit frequency of customers who regularly shop at Action. The number of Action stores in Europe increased by 280 to 2,263 and has therefore also contributed strongly to the growth of Action.
Operating EBITDA (earnings before interest, tax, depreciation, amortisation and adjusting items – and on a pre-IFRS 16 basis in 2022) increased to EUR 1,205 million in 2022, 46% ahead of 2021. CAPEX amounted to EUR 230 million, as a result of further investments in our organisational and logistics infrastructure to support the strong growth of our customer proposition, store network and expansion into new countries.
Our financial results
Over the 2022 financial year, Action achieved net sales of EUR 8.9 billion, representing a growth of 30% compared to 2021. The sales increase was driven by Action’s entire assortment, with outliers in the daily use category and products which are now more popular due to the increased energy awareness of households across Europe.
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About Action
Action in 2022
Action is the fastest-growing non-food discounter in Europe. In 2022, Action again recorded strong growth. In January 2022, we opened our 2,000th store in Prague, in February our first store in Spain and in December we announced our entry in Slovakia in 2023. With a presence now in eleven European countries, Action delivers value to more customers than ever before.
This growth brings a responsibility that we accept and embrace. We believe that it is possible to continue offering our surprising assortment at the lowest price while also improving the quality and sustainability of our products. In the past year, we have updated our Action Sustainability Programme, built on 4 pillars: People, Planet, Product, and Partnership.
At the same time, 2022 was also a challenging year. The war in Ukraine first and foremost represents an incredible human tragedy. The resulting inflation and increasing interest rates, supply chain disruption and overall impact on the economy also profoundly impact our business, employees, suppliers, and customers. Despite these geopolitical and macro-economic challenges, we continue to rely on our strong company culture and business model.
Raquel Lugones Romano, Store Manager Action Figueres
Following Girona, Sabadell, and L'Hospitalet de Llobregat, Action's fourth store in Spain opened in Figueres on 14 April. People here appear to be real Action fans, as all four stores are performing well. For Raquel Lugones Romano, Store Manager of our store in Figueres it was and still is an adventure.
"I knew that Action would be well received here in Spain. The store is an enormous success. It is fantastic to see how happy and amazed our customers in Spain are! They say really positive things.”
Hello Spain!
Read more
Each week, Action welcomes 14 million customers to our stores and another 6.5 million customers visit Action.com. Our quality products and low prices offer accessibility across a wide range of customer groups.
Our customers
People from all walks of life visit our stores, from people on a budget to those who just enjoy access to surprising everyday items. Especially in these times, when our customers are impacted by rising costs due to high inflation and increasing uncertainty. Now, more than ever, our broad assortment is important to the day-to-day life of our customers. Consumer research conducted in France (NielsenIQ) also shows that more than one in three people in France are Action customers and visit our stores at least once a year, because of the low prices. This number is an impressive one in two, among large families.
Please swipe to view full visual
Through our digital presence, Action is connected with its customers 24/7. We now digitally connect with our customers via the Action website, newsletters, social media, and the Action App. The app was introduced in 2021 in the Netherlands. Mid-September 2022, we rolled out the app in Spain, followed by France and Belgium in early November. The app has been received very positively. Most notably, in France the app was the most downloaded app for two weeks. In 2022, the Action app was visited weekly 650,000 times.
The app has several functionalities to increase shopper convenience: customers can easily scan barcodes for additional product information, create a favourite list, and get inspired by the latest promo deals. After scanning their customer card, customers receive a digital receipt for their purchases. The app also allows them to explore the full assortment, and find nearby stores and opening hours. In the coming years, we will ensure that the app is available in all Action countries while continuing to develop it, enriching it with new loyalty features.
Action app available in more countries
During the first few months of 2022, COVID-19-related restrictions and measures were in place in all Action countries. This included store closures, fewer customers per m2 allowed, use of face masks, click & collect or restricted opening times. Our response to safety measures proved to be a welcome flexibility.
Covid-19
The Action webshop in the Netherlands celebrated its first anniversary. An average of 314,000 people visit the webshop each week. We currently sell over 150 products online and every Tuesday, we launch five new products. The ‘Online only’ products in the webshop are complementary to the Action store range. In 2022, over 300 new products were sold online. The average selling price is the biggest difference: €2.20 for a store product and above €20 for a product in our webshop. The Action webshop has got off to a good start. We achieved a lot of growth within the first year, with an increase in sales of 280%. In 2023, the webshop will be rolled out in Belgium where we will continue to learn and grow.
Webshop celebrates first anniversary
Action started testing self checkouts in stores in 2019. Currently, this concept is in use in 218 stores, mainly in the Netherlands and Belgium. Tests with self-scan are running in every country, except Spain. In general, customers appreciate the self-scan although usage levels vary, depending on the use of card payment and how familiar the concept is in a given country. In 2022, we had extensive training for employees working the self checkout. We also implemented a hand-held terminal functionality, which allows easy bag or age checks.
Self checkouts
We continued to expand our communication in 2022. Especially regarding our sustainability efforts, we increased our outreach to customers. Not only to inform them about our sustainability practices but also to guide them in making more sustainable product choices. We executed a successful pilot with in-store communication containing quality and sustainability messaging and will roll it out to all markets in 2023.
Across all communications channels (leaflets, email, radio, social media), we use green thumbs to highlight our increasing range of sustainable products. The thumbs provide information about sustainability certification labels and other relevant information. A great example is the updated leaflet for new store openings.
In several campaigns in 2022 Action promoted sustainable products. For example, the ‘Mini matters’ campaign highlighted responsibly produced gifts for children, such as cuddly toys filled with recycled polyester and FSC-certified wooden toys. We also held an energy saving campaign to help our customers deal with rising energy prices, we promoted products such as plaids, socks, jumpers, heaters, candles, LED lights; everything to keep you extra warm at home and save energy.
Sustainability communication and campaigns
Our products
The Dutch Entrepreneur platform MT/Sprout publishes its yearly list of ‘fast moving consumer goods’ companies with the best reputations. In 2022, Action ranked 10th in the retail segment (out of 207). We won three stars in four categories: customer service, excellent execution, good employer, and sustainability.
Action was also awarded a ‘Gouden Bakkie Award’ in the Netherlands. The award is given annually to companies and municipalities that have distinguished themselves positively in terms of collecting discarded light bulbs and luminaires. We scored number one because of our professional-level collection services.
Our assortment offers daily essentials as well as surprising products across a range of fourteen categories that are important to our customers in their day-to-day lives.
Customers awarded us with top ratings in the “Retailer of the Year” competition.
Living
Austria
Belgium
Best department store
The Netherlands
Best department store
Retailer of the Year
Private label products
With our private label products,
Action won seven prizes in 2022.
• Walfort LED bike light set
• Bites for Birds fat bolls (8x90g)
• Super Finn Dishwasher tablets all-in-1
• Alvira Organic cotton duo pads
Belgium
Product of the Year
Alvira pads
Sustainable
time winner
First
Max & More Volumizing mascara
Belgium
award
Best buy
Hotel Royal Duvet set
Comfibeds hypoallergenic pillow
•
•
The Netherlands
Product of the Year
The award is given annually to companies and municipalities that have distinguished themselves positively in terms of collecting discarded light bulbs and luminaires. With our professional-level collection services, we scored number one.
The Netherlands
Gouden Bakkie Award
In an effort to increase our circularity, we strive to improve at least five products from the fixed assortment that belong in the top 50 of each of the fourteen product categories. This gives us the opportunity to make impact at scale. We use the Circular Transition Indicators framework to measure the circularity of these products.
More sustainable products
Ethical Sourcing Policy
Ethical sourcing
In addition to improving circularity, we published our updated Ethical Sourcing Policy, to which all our suppliers are required to commit. It lays the foundation for responsible sourcing of both direct import (sourcing from suppliers or producers outside the EU, for which goods Action qualifies as an importer) and domestic sourcing (products sourced from wholesalers/importers) or producers within the EU, for which goods Action qualifies as a distributor).
Our organisation
Our growth has continued throughout the year. In January we opened our 2,000th store in Prague. After only one year in Italy, we opened our 10th Italian store in May. In July, we opened our 200th store in Poland and in August our 30th in the Czech Republic. In total, we added 280 new stores in 2022. At the end of the year, the total number of Action stores was 2,263. With the opening of our first store in Spain, in Girona, we had stores in ten European countries at the end of 2022. With our expansion into Slovakia in 2023, this number will increase to eleven countries.
Further growth
Growth of distribution centres
The distribution centre (DC) in Bieruń (Poland) opened in February and is the first DC outside the Netherlands that is fully operated by Action instead of a logistics service provider. It is also our second DC in Poland. In June we opened our third Import Hub in Gonfreville-l'Orcher, France, near the port of Le Havre. This new Hub will enable Action to further improve deliveries to French distribution centres.
In 2022, Action raised the bar on reducing emissions of greenhouse gasses (GHG). We are now committed to reduce the absolute emissions from our own operations (scope 1 and 2, versus the 2021 baseline) by 60% by 2030. We have taken further steps to reduce these emissions by, among other things, removing gas installations from our buildings and stores, using renewable energy, and testing electrical transport and we tested Hydrotreated Vegetable Oil as a replacement for diesel.
We also want to gain insight into the emissions that occur in our entire value chain, from our suppliers to our customers. We are in the process of calculating our scope 3 emissions, by conducting a carbon footprint baseline study. The results will serve as the starting point to monitor, set ambitions and reduce our indirect emissions.
Reduce emissions
International footprint 2022
Please swipe to view full visual
Our people are the backbone of our business. As a result of our expansion, we created 8,211 new jobs in 2022. At the end of the year, 60,052 people were directly employed by Action. In addition, 19,703 individuals worked for Action at the end of the year on a basis other than an employment contract.
The Working Along Days take place during the busiest time of the year in November and December. On these days, our office staff works in a store for one day, providing extra support to colleagues and customers. The Working Along Days are an essential part of our Action culture. It is a tradition we cherish and a valuable opportunity to connect with our customers. In 2022, more than a thousand employees participated across nine countries.
Working Along Days
Inclusive and diverse company
We are considered the second-most inclusive retail company in France. Action was awarded an 8.2 by the retail magazine LSA in a list of inclusive companies in June 2022. In November, The Financial Times and statistics portal Statista awarded Action a score of 7.55 in their global Diversity Leaders list for the upcoming year, ranking Action in position 35th out of 75 global retailers. We highly value diversity, equality and inclusion. Everyone is welcome to work at Action, regardless of education, gender, age, sexual orientation, religion, ability or background.
Action wishes to make a significant positive contribution to people’s lives and be an active part and partner of society. Action believes that a responsible approach to tax is an integral aspect of doing business and we see the fulfilment of our tax obligations as part of creating long-term value for all stakeholders. We also consider paying taxes a way of making a positive impact in the communities where we operate.
We have been a proud partner of SOS Children’s Villages International since 2018. Every store and DC sponsors a child or a village in Asia and in July 2022, we donated an additional €100,000. The money for the donation was raised through the sale of big shoppers specially designed to celebrate reaching the milestone of our 2000th Action store in January 2022.
In addition to our support for SOS Children’s Villages, Action entered into a three-year partnership with the Johan Cruyff Foundation in February 2022. This non-profit organisation supports and develops impactful sports and play projects around the world. The partnership enables us to assist the Johan Cruyff Foundation in its activities to help children around the world enjoy sports and play.
The war in Ukraine has had a profound impact. As a retailer operating in many different countries throughout Europe, it is our responsibility to act. Action decided to donate 1 million Euros to UNICEF to help people who are affected by the conflict both in Ukraine and its neighbouring countries, among them, many children. We have also provided a variety of products, transport and storage facilities.
Responsible partner
Sustainability
Action has been working for several years on the existing material topics, with clear targets and action plans. The other two topics are less mature, although no less important. In 2022, we therefore took extra steps to determine our impact and the way we can create positive impact and mitigate negative impact. We discuss this further in the chapter titled ‘Sustainability’.
In 2022, we defined an ambitious agenda to update our ASP strategy. We renewed our materiality analysis to identify the most relevant impacts of Action on the environment, people, and the economy. For our four ASP strategy pillars, we updated six material topics and identified a further two.
Like-for-like sales growth amounted to 18.1%, partly due to fewer Covid measures being in place than in 2021. The increase of the like-for-like by several percentage points was particularly remarkable in the larger countries where Action has been operating for longer.
The loyalty to Action’s brand and range led to a higher number of transactions and increased store visit frequency of customers who regularly shop at Action. The number of Action stores in Europe increased by 280 to 2,263 and has therefore also contributed strongly to the growth of Action.
Operating EBITDA (earnings before interest, tax, depreciation, amortisation and adjusting items – and on a pre-IFRS 16 basis in 2022) increased to EUR 1,205 million in 2022, 46% ahead of 2021. CAPEX amounted to EUR 230 million, as a result of further investments in our organisational and logistics infrastructure to support the strong growth of our customer proposition, store network and expansion into new countries.
Our financial results
Over the 2022 financial year, Action achieved net sales of EUR 8.9 billion, representing a growth of 30% compared to 2021. The sales increase was driven by Action’s entire assortment, with outliers in the daily use category and products which are now more popular due to the increased energy awareness of households across Europe.
Sustainability
Next page
