Carrefour Europe: developments across the region

Jon Wright
Head of Insight - RA EMEA

Date : 15 September 2020

As Carrefour continues to drive change across its operations in Europe, we round up developments from France, Belgium, Italy, Poland, and Spain.

Carrefour France enjoyed a good summer

In an interview with local trade publication LSA, the managing director of Carrefour France, Rami Baitiéh, discussed the retailer’s performance over summer 2020, given the challenging operating environment. Baitiéh noted Carrefour’s sales had been boosted by French shoppers remaining in the country, although minimal numbers of tourists in certain cities affected its performance there. He said the positive performance had been felt across formats, which was expected to last into the back to school period.

Looking to the rest of 2020 Baitiéh said shopper and staff safety would remain top of the agenda, with Carrefour expecting to benefit from its long standing business model, which is based on ‘low prices, fair and accessible prices, and on fresh products of unquestionable quality’.

Carrefour Poland aiming to maintain hypermarket presence

Despite rivals closing hypermarkets, such as Auchan, or planning to exit the market completely, such as Tesco, Carrefour is not intending to reduce the number of size of its stores in the country, according to statements from the company to local newspaper Puls Biznesu. It said it was implementing the global 2022 strategy and roll out an increasingly omnichannel offer for shoppers in the market.

However, Carrefour has undertaken steps to remain competitive in the country, cutting staff numbers by 400 as part of an aim to ‘flatten the structure’ and ‘reduce the hierarchy of the organisation’. It said the other benefits of this step is to enable it to be ‘more flexible [and able] to respond to shopper needs and build closer ties with them’.

Carrefour evolves tests with Decathlon in Belgium

Following on from Decathlon opening shop-in-shop concepts in Carrefour hypermarkets in Belgium and Italy from May, trade commentator Olivier Dauvers has reported Carrefour has opened a 25 sq. m shop-in-shop concept in a Decathlon store in Belgium. The space will see Carrefour sell about 100 organic products from the space. As with previous trials, the retailers will see how it progresses before extending it to further stores in future.

Carrefour launches value private label in Belgium and Spain

In separate developments, underlining the potential refocusing on value ranges to compete, Carrefour’s operations in Belgium and Spain have launched new designs for their value private label ranges. In Belgium it has added the Simpl brand, which has been updated with a new, more modern brand identity. The retailer has said the range is being expanded slowly, with Simpl products gradually replacing previous versions, a process that is expected to take another few months. While launched in Belgium, Simpl is set to be extended to other countries where Carrefour operates in the medium term.

Meanwhile in Spain, it has added the Carrefour Original brand. The new range is focused on pasta and will provide four different varieties (fusilli, penne, spaghetti, and tortellini) for less than €1. The range will add to its present list, which includes Carrefour, Carrefour Bio, Carrefour Veggie, Carrefour Kids, Carrefour No Gluten! and Terre D’Italia.

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