CARREFOUR
INTRODUCTION
Largest retailer in Europe
Second largest retailer in the world
Various retail business
22
nd
of the top Fortune 500 companies
11,000 stores
420,000 employees
More than 30 countries and areas
HISTORY
1959- Fournier and Defforey founded
Carrefour in France
1960- the first supermarket began in
Annecy, Haute-Savoie
1963- the world's first hypermarket
1969- the first overseas hypermarket was built in
Belgium
HISTORY
1973- hypermarket in Spain
1975- hypermarket in Brazil
1982- hypermarket in Argentina
1988- Carrefour owned 65 hypermarkets
domestically
1989- first hypermarket in Asia, in Taiwan
HISTORY - CARREFOUR IN
AMERICA
1990- first hypermarket in Philadelphia,
United States
1991- second hypermarket in New Jersey
1993- Carrefour closed two stores in
America
HISTORY
1993- first hypermarkets in Italy and
Turkey.
1994- first hypermarkets in Mexico and
Malaysia
1995- first hypermarket in China mainland
1996- hypermarkets in Thailand, Korea, and Hong
Kong
INTERNATIONAL MULTI FORMAT
GROUP OPERATING IN 29 COUNTRIES
MaxiDia: a focus on discount prices
A true hard discount supermarket, MaxiDia offers
the lowest prices for groceries and boasts a wide
range of fresh products as well as everyday
household items sold primarily under the Dia brand
name.
Larger than the traditional format at 1,000 to 1,200
sq.m, MaxiDia features more product variety
plus parking facilities for easy access.
By year-end 2006, Spain had 135 MaxiDia stores
Mini Hyper: big selection in a smaller package
These are hypermarkets located in mid-sized cities
or towns that cannot accommodate a traditional
hypermarket
Their appeal is based on food promotions and their
product range, including a particularly compact
and carefully chosen selection of non-food
products
The stores offer a broad but shallow product mix at
hypermarket prices in a sales fl oor area of 2,500 to
4,000 sq.m.
Carrefour Express: a successful supermarket
The brand, the products, the all under one
roof concept: the format behind Carrefour Express
borrows heavily from its older sibling, the Carrefour
hypermarket, but on a much more compact scale.
With a sales floor area of no more than 2,500 sq.m,
this format offers about 6,700 separate products, a
third of which are store brands at hypermarket
prices
The concept has also been adapted to the Brazilian
market under the Carrefour Bairro trade name
URBAN SUPER MATKETS: PUTTING
CUSTOMERS FIRST
For busy city-dwellers, shopping should offer a moment
to relax.
To satisfy the need for quick and easy shopping, the
Carrefour group recently introduced a new supermarket
format designed for active and fairly affluent customers
living in city centres.
These more sophisticated stores are open until late
in the evening, offering prepared meals, a wide
selection of fresh products and an express lane for
shoppers who wish to save time.
8 Huit at a train station near you
The 8 Huit convenience store demonstrates once again
Carrefours responsiveness to modern consumer needs.
Whats the novelty? Opening of stores in high-traffifi c areas.
An 8 Huit store, for example, has been serving customers
since 17 May 2006 at a
central location inside the Saint Germain en Laye RER
commuter rail station in France.
The idea is to make it easy for people to shop when returning
from work or a trip and thereby save time.
Whether they want a snack or a meal, customers can find
basic food items in the 62-sq.m shop.
But the real advantage is the excellent service: customers can
leave a shopping list on their way to work in the morning and
return that evening to find their order ready to go.
AGGRESSIVE POSITIONING
Carrefour strives to be the price leader throughout the world.
To achieve that goal, the Group is deploying an ongoing and
aggressive low-price policy by expanding its in-store
promotions and communications.
The introduction of the Ligne Alerte Prix(Price Hotline) in
hypermarkets in France in April 2006 refl ects this commitment.
The hotline gives customers a key role in competitive
intelligence while providing them with an opportunity to infl
uence prices.
Carrefour is committed to lowering its prices within 24 hours if a
customer identifies a lower price at a competitors store.
CHAMPION EXPANDS ITS PRODUCT
RANGES
Champion supermarkets in France expanded their
selection of store-brand
products, with 850 new listings now available in stores:
Innovative fresh foods: mini fruits and vegetables for
children, microwavable vegetables, and the fi rst line of
cholesterol fighting yoghurt launched as a store brand.
Sophisticated gourmet products: 100premium-quality
product listings under the Collection Champion brand
name are now competing with upscale products from
the major brands.
Environmentally and socially conscious products, like
the many eco-friendly household cleaning products
bearing the
Champion Eco Plante name.
NON GROCERY: A RAPIDLY CHANGING
PRODUCT MIX
The Groups non-food strategy has also changed. Market tests
were conducted in 2006 and the initial results are persuasive.
Among the latest products: In France, Carrefour launched its
fi rst ready-to-wear collection for men, designed by Olivier
Lapidus for the Tex
brand.
In Argentina, Brazil and Colombia, a line of housewares has
been introduced under the name casa & deco.
In China, customer demand prompted Carrefour to develop
a range of cooking utensils and tableware.
And in Italy, Carrefour opened its fi rst pharmaceutical
departments and launched a line of health and beauty
products.
LOYALTY PROGRAMS
Carrefour strengthened its appeal among its loyal
customers in France.
Thanks to its loyalty card, now carried by some
8.7 million customers, our hypermarkets recorded
an increase in both the average customer purchase
and the number of customer visits.
SERVICES AS A GROWTH ENGINE
Providing a powerful tool for attracting
and retaining customers, added services such as
mobile telephone offerings, financial services and
insurance were expanded significantly
