dimanche 22 février 2009
The Carrefour group: a world leader in distribution
Over the past 40 years, the Carrefour group has grown to become one of the world’s leading distribution groups. The world’s second-largest retailer and the largest in Europe, the group currently operates four main grocery store formats: hypermarkets, supermarkets, hard discount and convenience stores. The Carrefour group currently has over 15,000 stores, either company-operated or franchises.
An international retailer
A pioneering entrant in countries such as Brazil (1975) and China (1995), the group currently operates in three major markets: Europe, Latin America and Asia. With a presence in 30 countries, over 54% of group turnover derives from outside France. The group sees strong potential for further international growth in the future, particularly in such large national markets as China, Brazil, Indonesia, Poland and Turkey.
Promoting the growth of local economies
Wherever it has a presence, Carrefour is actively committed to promoting local economic development. Since retail activities are all about contact with people, the group consistently emphasizes local recruitment plus management and staff training on the job wherever they work.Typically, the Carrefour group will be one of the leading private employers in any country where it operates. Naturally, this is the case for France, where the group was originally founded, but it is also true of such countries as Brazil, Argentina, Colombia, Italy and Greece. The group also seeks to support local suppliers, with some 90-95% of the products on its shelves sourced locally, depending on the country.
Hypermarkets: the appeal of the new
Faithful to the concept of “everything-under-one-roof”, Carrefour hypermarkets offer an average surface area of 8,400 sq.m filled with a range of between 20,000 and 80,000 food and non-food items, all at extremely attractive prices. Located in the center of broad catchment areas, they will often be important drivers of traffic in the area around them. Carrefour hypermarkets combine choice, quality, innovation and modernity with the best prices around and a pleasurable buying experience.
Carrefour’s emphasis on price, one of the key elements of the brand’s strategy, is complemented by its constant pursuit of improvement in ranges and services. This includes adapting what is on offer to local needs, extending product ranges and developing services for customers with whom Carrefour seeks to form ever-closer ties, with the aim of improving the service it offers them.
In 2007, the Carrefour Group opened 149 hypermarkets — a driving force in its conquest of emerging markets — and developed the strong potential of its brand in this format.
World leader in the hypermarket segment : With 1,163 hypermarkets in 30 countries, the Carrefour Group is widening its No. 1 global position in this format. In 2007, expansion accelerated outside France, particularly in Asia, with the building of 36 new hypermarkets, including 22 in China – where the Group broke its record for store openings in a one-year period. In Europe, 51 new hypermarkets came on board, including the 160th in Spain and the 71st in Poland following integration of the 15 Ahold Polska hypermarkets. In Latin America, the Group became the number one food retailer in Brazil after acquiring the 34 Atacadao discount hypermarkets and inaugurating 62 new hypermarkets.
Carrefour grooms its brand image : France adopted a new law on 1 January 2007 authorizing the retail sector to advertise on television. In January, Carrefour France launched its first advertising campaign on terrestrial channels with the new promise of "Quality for all". The commercials used Carrefour products to demonstrate the brand's quality commitment and its loyalty programme to illustrate its price commitment. A campaign in the print press highlighted the Carrefour Ligne Alerte Prix (Price Hotline), which guarantees the lowest prices on major brands' products. A range of customer commitments, which are posted in the 218 French hypermarkets, rounded out the campaign and strengthened customers' confidence in the Carrefour brand.
Mini hypermarkets, a pilot project : In June 2007, seven HyperChampion hypermarkets adopted the Carrefour name in France. This pilot project marked a new stage in the Group's multi-format and single-brand strategy. The switch to a single brand could help stores to capitalize on the Carrefour image and develop synergies. The Group may thus introduce a new growth format in France: small hypermarkets of 3,000 to 6,000 sq.m, already adopted in several countries in 2006.
Carrefour's offering: more and better : In 2007, Carrefour expanded its selection of non-food products and promoted the Carrefour brand. Tableware, Carrefour Home and Carrefour Selection (gourmet foods) made a grand entrance and drew rave reviews. Carrefour's services are providing new opportunities to customers worldwide. Our services include mobile phones, home computer support, travel services, credit cards and savings products. The launch of the Tex by Max Azria women's ready-to-wear brand, created exclusively for Carrefour by the world-renowned designer, upgraded the clothing line in 600 Carrefour hypermarkets in Europe. In the same vein, the exclusive distribution agreement for Europe signed with American personal computer maker Dell added new appeal to the hypermarket offering in France, Spain and Belgium starting 15 January 2008.
Carrefour’s emphasis on price, one of the key elements of the brand’s strategy, is complemented by its constant pursuit of improvement in ranges and services. This includes adapting what is on offer to local needs, extending product ranges and developing services for customers with whom Carrefour seeks to form ever-closer ties, with the aim of improving the service it offers them.
In 2007, the Carrefour Group opened 149 hypermarkets — a driving force in its conquest of emerging markets — and developed the strong potential of its brand in this format.
World leader in the hypermarket segment : With 1,163 hypermarkets in 30 countries, the Carrefour Group is widening its No. 1 global position in this format. In 2007, expansion accelerated outside France, particularly in Asia, with the building of 36 new hypermarkets, including 22 in China – where the Group broke its record for store openings in a one-year period. In Europe, 51 new hypermarkets came on board, including the 160th in Spain and the 71st in Poland following integration of the 15 Ahold Polska hypermarkets. In Latin America, the Group became the number one food retailer in Brazil after acquiring the 34 Atacadao discount hypermarkets and inaugurating 62 new hypermarkets.
Carrefour grooms its brand image : France adopted a new law on 1 January 2007 authorizing the retail sector to advertise on television. In January, Carrefour France launched its first advertising campaign on terrestrial channels with the new promise of "Quality for all". The commercials used Carrefour products to demonstrate the brand's quality commitment and its loyalty programme to illustrate its price commitment. A campaign in the print press highlighted the Carrefour Ligne Alerte Prix (Price Hotline), which guarantees the lowest prices on major brands' products. A range of customer commitments, which are posted in the 218 French hypermarkets, rounded out the campaign and strengthened customers' confidence in the Carrefour brand.
Mini hypermarkets, a pilot project : In June 2007, seven HyperChampion hypermarkets adopted the Carrefour name in France. This pilot project marked a new stage in the Group's multi-format and single-brand strategy. The switch to a single brand could help stores to capitalize on the Carrefour image and develop synergies. The Group may thus introduce a new growth format in France: small hypermarkets of 3,000 to 6,000 sq.m, already adopted in several countries in 2006.
Carrefour's offering: more and better : In 2007, Carrefour expanded its selection of non-food products and promoted the Carrefour brand. Tableware, Carrefour Home and Carrefour Selection (gourmet foods) made a grand entrance and drew rave reviews. Carrefour's services are providing new opportunities to customers worldwide. Our services include mobile phones, home computer support, travel services, credit cards and savings products. The launch of the Tex by Max Azria women's ready-to-wear brand, created exclusively for Carrefour by the world-renowned designer, upgraded the clothing line in 600 Carrefour hypermarkets in Europe. In the same vein, the exclusive distribution agreement for Europe signed with American personal computer maker Dell added new appeal to the hypermarket offering in France, Spain and Belgium starting 15 January 2008.
Supermarkets: making life easier
Carrefour group supermarkets offer their customers in town and country a wealth of choice close to where they live. Located in town, out of town and in rural areas, with surface areas ranging from 1,000 to over 2,000 sq.m, our supermarkets offer a range of some 10,000 listings, most of them food, at highly competitive prices. Our rural stores are currently developing a broader offering of non-food products, such as clothing and household goods.
In 2007, the Carrefour Group opened 326 supermarkets, mainly in Europe, and moved faster to update this format, constantly striving to make the shopping experience easier for its customers.
Setting course for Eastern Europe : Ten years after the Group first set foot in Poland, the integration of 183 Ahold Polska supermarkets vaulted Carrefour to the second spot in the food retailing sector. In Romania, Carrefour's acquisition of Artima gave the Group a foothold in the supermarket segment, providing visibility to the new Carrefour Express banner the 21 supermarkets will display in 2008. At year-end 2007, the Carrefour Group had 2,708 supermarkets in 10 countries.
Single-brand strategy moves forward : In Spain, all the supermarkets have switched to the Carrefour Express banner, and in Brazil to Carrefour Bairro. Customers have come to know and enjoy the Carrefour brand in a format other than the hypermarket. To prove the point, sales have risen by 30% in Spain based on comparable floor area. In Poland, Belgium, Turkey and Argentina, the Carrefour brand has gradually replaced local retailers, including Globi, GB, Gima and Norte. In France, the Group launched the first brand convergence tests in October. Six Champion supermarkets in Brittany switched to the Carrefour Market name, combining Champion's convenience with Carrefour's strength.
More floor area, more choice : In France, 107 new supermarkets opened, 17 were remodelled and 63 were expanded to the target size of 2,000 sq.m, totalling an additional 77,000 sq.m. Twenty-three percent of products were replenished across the year and the offering enhanced with 100 own-brand products promoting the trend towards organic, fair trade and eco-friendly products. Champion also came up with new ideas in its service offering, selling 20,000 mobile phone contracts in 2007 and providing personal services that make life easier for its 5.6 million loyalty card holders.
In 2007, the Carrefour Group opened 326 supermarkets, mainly in Europe, and moved faster to update this format, constantly striving to make the shopping experience easier for its customers.
Setting course for Eastern Europe : Ten years after the Group first set foot in Poland, the integration of 183 Ahold Polska supermarkets vaulted Carrefour to the second spot in the food retailing sector. In Romania, Carrefour's acquisition of Artima gave the Group a foothold in the supermarket segment, providing visibility to the new Carrefour Express banner the 21 supermarkets will display in 2008. At year-end 2007, the Carrefour Group had 2,708 supermarkets in 10 countries.
Single-brand strategy moves forward : In Spain, all the supermarkets have switched to the Carrefour Express banner, and in Brazil to Carrefour Bairro. Customers have come to know and enjoy the Carrefour brand in a format other than the hypermarket. To prove the point, sales have risen by 30% in Spain based on comparable floor area. In Poland, Belgium, Turkey and Argentina, the Carrefour brand has gradually replaced local retailers, including Globi, GB, Gima and Norte. In France, the Group launched the first brand convergence tests in October. Six Champion supermarkets in Brittany switched to the Carrefour Market name, combining Champion's convenience with Carrefour's strength.
More floor area, more choice : In France, 107 new supermarkets opened, 17 were remodelled and 63 were expanded to the target size of 2,000 sq.m, totalling an additional 77,000 sq.m. Twenty-three percent of products were replenished across the year and the offering enhanced with 100 own-brand products promoting the trend towards organic, fair trade and eco-friendly products. Champion also came up with new ideas in its service offering, selling 20,000 mobile phone contracts in 2007 and providing personal services that make life easier for its 5.6 million loyalty card holders.
Inscription à :
Articles (Atom)
