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“In 2015, Carrefour
became fully multi-format
in every country in which
it operates.”
An important milestone was achieved in 2015: Carrefour
became fully multi-format in every country in which it
operates, with the launch in China of the first Easy
convenience stores.
This change comes with a direct result: the centre of gravity
of our network of stores has shifted increasingly toward
convenience formats. For example, in France, the inclusion
of the Dia store network contributes dramatically to this
change. Without a doubt it is one of the most important
transformation efforts that the European market has seen
in recent years in terms of the number of points of sale.
We are carrying out this ambitious task at a steady clip,
with more than 40 store conversions each month. It’s a
testament to the intensity of effort and the mobilisation of
ourdeploymentteams.
The secondmajor transformation for Carrefour in 2015 was
the gradual migration of the entire Group toward an
omni-channelmodel,which,withoutbeingintrusive,consists
of offering our customers quick and effective solutions at any
point in their shopping experience in order to meet all their
needs.
This is why we are making investments that will provide us
with more responsive IT infrastructures. By improving our
back office through the simplification and development of
IT systems architecture, we have gained in efficiency and
preparedness when it comes to processing data on a large
scale. This development is focused primarily on our systems,
but it will also involve the progressive equipping of our stores
and of our employees in order to improve interaction with
customers.
The overhaul of logistics in France to fit the multi-format
and omni-channel model, and the creation of an inte-
grated logistics system in China that serves small stores
and e-commerce in particular, are all part of the same
comprehensiveapproach.
Is the customer a factor in the changes
to your business?
Certainly. Consumers are changing their lifestyles due
to increasing urbanisation and extended life expectancy.
Whathasbeenthemostsignificantisthesurgeinnewdietary
trends, including vegetarian, gluten-free and home-made
diets. Customers are demanding fresh, organic, locally-pro-
ducedfoodsandarelookingformoreconvenience,conviviality
andquickservice.
This is the strength of a multi-format Group: to be able to
continually adapt to all types of customer. Let’s take organic
products, for example: Carrefour was a pioneer by selling
loaves of organic bread in its bakery departments in 1992.
That gave us a head start, and today we are the leading seller
oforganicproductsinFrance.Similarly,wehavebeenworking
on specific own-brand product lines, launching Carrefour
Veggie,thefirstrangedevotedtovegetarians.Wewillcontinue
with this differentiation effort through our offer and our
network.
Howdo you take these new types of usage
into account in your commercialmodel?
Wehavebecomemoreagile. Thedecentralisationand trans-
formation of the company’s organisation has freed up
initiatives. That puts us in a position to work with new talent
more. We are supporting the development of start-ups that
can design new products and services with us, by trying out
newpartnerships.
This is how we continually enhance our offer and refine our
concepts so thatwecantake intoaccount consumer expecta-
tions, catchment areas, and the overall economic situation:
Easy inChina, our Bio, Contact, andBonapp! banners and the
development of City in train stations and airports in France,
Market Gourmet andH24openings in Italy, the development
of Atacadão throughout Brazil, and the new spaces in our
hypermarkets that have very recently been set up in Belgium,
Spain,FranceandItaly.
The acquisition of
Rue du Commerce
was made in the same
spirit. It’s a laboratory that allows us to consolidate our
expertise and exposes us to other practices, such as those of
a marketplace, which present major potential for expanding
our product ranges to complement our offer. Carrefour is
workingmoreandmoreinalabmindset.
Where exactly are youwhen it comes todigital
technology and e-commerce?
In our mature economy, digital technology marks a return
to a focus on service andputs the customer back at the centre
of our business. That suits us well, because it’s in our DNA.
In all the countries in which we operate, Carrefour’s digital
transformationisalreadyunderway.
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