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2013 ANNUAL ACTIVITY AND RESPONSIBLE COMMITMENT REPORT
9
MODERN,
WELCOMING
SPACES
A welcoming
façade, bold and
airy architecture
inspired by the
regional culture,
high-quality
materials, and
modern facilities:
when it comes
to business, first
impressions are
crucial. With this in
mind, Carrefour’s
teams paid special
attention to
making the sites
attractive and
friendly.
DEDICATED
SPACES
The store teams
design customised
areas to meet
the needs of their
clientele, with a
strong visual look
and an attractive
assortment that
offers quality
and the best value
for money.
OPTIMISED
CUSTOMER
PATH
Plenty of light,
rest areas,
effective and
streamlined
signage, and a
shopping centre
for a pleasant
stroll are just a
few of the ways
Carrefour has
built a simple,
enjoyable,
convenient
shopping
experience in
every aspect
of the customer
path through
its renovation
projects.
LIVELY FRESH
FOOD
DEPARTMENTS
This feature was
played up in most
of the renovation
projects into
a spacious
marketplace
offering a broad
range of fresh
produce, seasonal
fruit and vegetables
and local specialties
orchestrated by
a team of
professionals.
The entire area is
designed to be
pleasant and festive,
punctuated with
new arrivals, events,
tastings and more.
FEATURES THAT MAKE THE DIFFERENCE
When a store
reinvents itself,
it overhauls the
entire customer
path. This
notably involves
revamping the
exteriors with,
for example, an
easily accessible
car park, a
well-positioned
drive, a newly-
restored service
station, visible
and convenient
shopping trolley
storage areas,
etc. The many
services offered
by the banner are
also presented
at the entrance
to the store.
Carrefour Beauvais
hypermarket,
France
the product mix, and check-out procedure. For example, when
renovating the Saint-Quentin-en-Yvelines hypermarket in
France, Carrefour conducted a detailed survey of a thousand
customers to learn about their specific consumer needs and
preferences. The study provided the main guidelines for the
store’s renovation, whichwas completed inSeptember 2013.
The same approach was used for the Market supermarkets,
which held dozens of round tables with their customers in
every region before beginning transformation.
RENOVATION IN EVERY SECTION
Because it is related to the entire customer path and varies
depending on the condition of the facilities, renovation
is different for each store and adjoining shopping centre,
ranging from the most standard to the more complex. Some
examples:
•
the refurbishment of the buildings and infrastructures
by repainting and restoring the ground, ceilings, car parks,
façades, restrooms, flooring, electrical equipment, etc.,
so that customers can enjoy a flawless shopping experience;
•
the tailored reorganisation of the store around identi-
fiable sections,
including an attractive offer and appealing
visuals, to feature organic and gourmet foods, clothing,
multimedia, home and paper goods, etc. These spaces are
tailored to reflect local needs. For example, when the Villejuif
hypermarket in France was renovated, a new baby section
was added along with a
“Courses éco”
section with affor-
dable products. In Italy, renovated stores nowoffer a dedicated
pharmacy section. In many cases, reorganising the depart-
ments also significantly raises the number of items offered
and improves the display of the offer;
•
the layout of amarketplace
to give customers an overview
of the diverse range of fresh produce, with stalls brimming
over with local and seasonal goods, samples for tasting, and
professionals (bakers, butchers, cheesemongers, fish-
mongers, etc.) preparing products on site. This helps accen-
tuate the Carrefour difference: a dynamic offer, a market
atmosphere, fair prices, and high-quality products;
•
the simplification of the customer orientation and traffic,
for example by widening the aisles, creating pathways and
routes that clearly link various destinations (store, shopping
centre,
drive
, car park, etc.), posting clear signage indicating
services, and improving disability access;
•
the roll-out of modern store furniture and equipment
to
display merchandise to best advantage and improve the
experience for customers and employees alike, with closed
coolers in the fresh food departments, updated fitting
rooms, digital walls and screens, and free-listening music.
The same applies to professional facilities, with new cold-
storage areas and equipment for the bakery and butchery. In
Poland, for example, several hypermarkets have purchased
traditional meat smokers to meet local demand;
•
the adoption of innovations to facilitate or enhance the
shopping experience,
starting with adapted check-out lines
for a faster, easier process: single check-out lines at
OVERVIEW