Carrefour France has opened Darty corners inside two of its hypermarkets, as reported by trade publication Lineaires. It will employ specialists for the new corners to help its attempts to increase its non-food sales.
Carrefour maintains control…
Carrefour and Fnac-Darty formed an alliance in December 2017 based on a franchise model. As part of the extended partnership, Darty stores have been opened in Carrefour’s La-Ville-du-Bois and Limoges Boisseuil hypermarkets.
Franchising the Darty brand, rather than operating concessions, will enable Carrefour to maintain more control of the areas, while creating a distinct zone for a part of its non-food offer. Carrefour has employed sales specialists, who receive four weeks of training at Darty stores, as it looks to improve sales in the department.
…while Darty recommends prices
The shop-in-shops are between 700 sq. m and 1,000 sq. m and carry 3,500 SKUs, recommended by Darty. Brands such as Miele, AEG and Bose are available, while a range of services specific to Darty are offered as well, including, click and collect and after-sales services. While prices are also advised by Darty, Carrefour will retain all revenue and pay a royalty.
The Darty stores will be trialled for six months but will be reviewed after three. An additional Fnac store is expected to open in the Rambouillet hypermarket in Q2 2019. Carrefour is also looking to form similar partnerships with brands from other non-food categories, such as pet store Jardiland.
Pascal Clouzard, Carrefour France’s executive director, said, “Openness and partnerships are one of the main thrusts of Alexandre Bompard's strategy. At this stage, we do not rule out any collaboration”.