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.