Carrefour: hypermarket pioneer

In 1963, Carrefour was the first banner to open a hypermarket (a 2,500 sq.m. store in Sainte-Geneviève-des-Bois near Paris), based on an innovative idea: everything consumers needed could be found under one roof, displayed on self-service shelves that allowed them to compare products and prices.
Now the world’s leading hypermarket chain with more than 1,400 stores across the world, the Carrefour Group permanently changes its formats to suit its customers’ lifestyles.

The model for the conquest of new markets

Entering a Carrefour hypermarket means being greeted by an affordable array of choices and quality products. From indulgences to practical items, the shelves are continually being replenished with new products and services.
In growth markets, consumers give their overwhelming support to Carrefour hypermarkets because they match their lifestyles and local consumption habits, which provide a better quality of life. The Group has made this their model for the conquest of new markets, with, for example, 22 new hypermarkets opened in China, 6 in Indonesia, and 3 in Argentina. As of the end of 2010, therefore, the Group had 1,401 hypermarkets opened throughout the world.

Reinventing shopping with Carrefour planet

Surveys carried out by Carrefour to reinvent the hypermarket have revealed new expectations among European customers: they want stores designed to make shop- ping more simple and pleasurable. That is the whole purpose of Carrefour planet, deployed on a grand scale in Europe from 2011.

• An in-depth thinking

In order to bring a project of this magnitude for the Group to a successful conclusion, the first stage was to make an accurate measurement of the customers’ expectations. More than 50,000 customers and consumers were surveyed about their consumption habits and aspirations. And for more than a year, Carrefour teams identified the best ideas, devised new services and layouts in the stores, and new ways to surprise. In the end, six pilot stores in France, Belgium and Spain opened, showing the new approach. Called Carrefour planet, the new hypermarket model offered new enchantment to customers’ shopping experience.

 

• A new experience of shopping

Far from the traditional configuration of displays, Carrefour planet now has a retail space organized to surprise shoppers. A big central aisle offers different specialist areas identified by simple colorful signage, designed to offer a new shopping experience focused on easy shopping, novelty and pleasure. Carrefour planet offers a wide range of food products adapted to customer expectations and organized around three areas. The Market, where you can experience the atmosphere of traditional covered markets, is devoted entirely to fresh produce. Customers can also find many different regional products, and enjoy other modern delicacies More than 500 hypermarkets renovated or converted in Europe between now and 2013 and ideas: a salmon smokery, a sushi bar, cookery courses, tastings, etc. A new space has also been created, the Organic area next to the Market. With close to 3,000 references, of which more than 500 Carrefour Bio products, this new space characterizes Carrefour’s commitment to environmental consciousness and the Group’s determination to offer a wide range of organic products at low prices. In addition, with the Frozen area Carrefour has positioned itself as a genuine specialist in frozen foods, thanks to a wide choice of innovative and creative products renewed with each season, together with plenty of promotions and attractive prices.

The non-food range is divided into five areas. The Beauty offers a unique concept with spaces for services and expert advice, from flash make-up to express hairdressing, while the Fashion area has trendy and affordable items from the Tex brand in a boutique ambiance. Carrefour planet also pays particular attention to the family and offers a Baby area—clothing, feed- ing, growing and care, childcare advice and other support services. The Home area is a totally innovative range and brings every branch of furnishing and equipment into one single space: cooking and dining, decoration, practical items, and equipment. Lastly, the area for new technologies, the Leisure-Multimedia, includes our range of cultural products (books, CDs, etc.) and technology products (mobile telephones, cameras, etc.), together with the Carrefour ticket office. Innovation can also be seen through stands for our customers’ favourite partner brands, such as the Apple boutique.

• Price, service, and magic

Another innovation is a space devoted to events at the entrance to the store. Renewed every two weeks, the space hosts major promotional events highlighting the prices in the store. Carrefour planet really shows the price commitment of the brand, with low prices throughout the year on several thousand products, a very visible Carrefour Discount range, and less frequent but more exceptional promotions.