A dynamic brand

Throughout the world, the rollout of the Carrefour brand at supermarkets has been an unqualified success. The Champion and Norte stores that became Carrefour Express or Carrefour Bairro in 2007 in Spain, Argentina and Brazil all saw sales climb in 2008. Spanish supermarkets, for example, increased their sales net of tax by 7.4% in 2008 based on comparable sales area. Customers have had the same positive reaction in Romania, Turkey and Poland, where all Ahold supermarkets have been converted to Carrefour Express, and in Indonesia, where 13 Alpha Retailindo stores have also switched to Carrefour Express.

In France, Champion became Carrefour Market after six months of market testing. On 25 June 2008, a phased rollout began, and by the end of December, 160 Carrefour Market stores were already flourishing throughout France, including franchisees. The new Carrefour Market recorded strong growth thanks to higher volumes and the assets of the Carrefour brand. Elsewhere, Greece transformed its Champion stores into Carrefour Marinopoulos and Italy opened the country's first Carrefour Market in Milan. In Colombia, the Group announced in September that it had purchased the Mercadefam supermarket chain, thereby becoming No. 1 in its category in Santander State. It is also examining whether to convert its stores to the Carrefour banner.

In favour of customers

At Carrefour Market in France, supermarket customers find a friendly staff and the modern features of a Carrefour store. The assortment has been expanded by some 20% with Carrefour-brand products and new non-food ranges, particularly apparel, culture and leisure, and tableware. The new layout modernizes the retailer's image and makes it easier for customers to navigate the store and understand the product displays. Lastly, customer loyalty is better rewarded. Customers can now take advantage of their Carrefour Card benefits throughout the network – in supermarkets, hypermarkets and even in Carrefour Contact and Carrefour City convenience stores undergoing testing.