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2014 Registration Document
Presentation of the Group
1
Activities and strategy
1.3
Activities and strategy
Company profile
Second-largest retailer in the world and the leading retailer in Europe,
Carrefour has 381,227 employees worldwide. With 10,860 stores in
more than 30 countries, the Group generated €100.5 billion in sales
under Group banners in 2014.
As a multi-local, multi-format, multi-channel retailer, Carrefour is a partner
for daily life. It welcomes €12.5 million customers every day across
the world.
1.3.1
A multi-format and multi-channel retailer
Under its different banners and formats, Carrefour has all the resources
to cater to the different needs of its customers – whether they live in an
urban or rural environment, are individuals or professionals, in France
or abroad.
Worldwide, the Group’s stores offer a variety of formats and channels:
hypermarkets - with a general product offer at the best possible prices;
supermarkets - the leading grocery format; convenience stores - for
service and practical solutions; cash & carry stores - for professionals;
drive and e-commerce - designed to meet evolving customer trends.
◗
Hypermarkets
With sales areas of between 2,400 and 23,000 sq.m., Carrefour’s
hypermarkets are perfect for all major shopping trips. Customers can
find an assortment of 20,000 to 80,000 products, both food (consumer
goods, fresh produce, local products, etc.) and non-food (clothing,
electronic, decorative and cultural goods, etc.). Around the world,
Carrefour’s hypermarkets strive to provide high quality and to protect
customers’ purchasing power by offering low prices year-round.
Customer satisfaction is also bolstered by frequent promotions and
events introducing new products, price offers, or the diverse range
of services on hand.
In some markets, the Group is also developing stores open both to
professionals and individual customers, offering products sold at wholesale
prices, presented on palettes and in large quantities. The Atacadão
banner, for example, is continuing to expand in Brazil and in Morocco,
as is Carrefour Maxi in Argentina.
At year-end 2014, Carrefour had 1,459 hypermarkets under Group
banners, with 237 in France, 489 in the rest of Europe, 291 in Latin
America, 375 in Asia, and 67 in other countries.
◗
Supermarkets
The Group’s supermarkets offer a wide and varied selection, displays
bursting with fresh produce and local products, an appropriate
assortment of non-food products, attractive prices in every aisle, and
regular promotions. These selling points have made them a standard
for food shopping in urban and rural areas alike. In stores ranging from
1,000 to 3,500 sq.m., customers can enjoy welcoming, market-inspired
store concepts for their everyday shopping under the Market and Bairro
banners. In addition to sales offers focusing on fresh produce and low
prices, many events and innovations were also introduced to improve
customer satisfaction and loyalty in 2014.
At year-end 2014, Carrefour had 3,115 supermarkets under Group
banners, with 960 in France, 1,819 in the rest of Europe, 169 in Latin
America, 19 in Asia, and 148 in other countries.
◗
Convenience stores
Convenience stores offer a selection of essential products that reflect
their customers’ habits and needs, at fair prices, and extensive store
hours. Customers can do their daily shopping at these convenient,
nearby stores while enjoying a pleasant, modern ambiance. They also
find products and services that meet their needs, from budget meals to
everyday essentials, express check-out lines for a quicker shopping trip,
and home delivery services. The Group’s various banners (Express, City,
Contact, Montagne, 8 à Huit, etc.) range in size from 200 to 900 sq.m.
as befits their purpose, driving the ambition of becoming the standard
for local convenience stores.
In total, at the end of 2014, Carrefour had 6,111 convenience stores,
with 3,673 in France, 2,035 in the rest of Europe, 370 in Latin America,
and 33 in other countries.
◗
Cash & carry stores
Cash & carry stores offer professional restaurant and shop owners a broad
selection of food and non-food products at wholesale prices, along with
a range of services tailored to meet their needs: opening hours designed
around the food industry, delivery options, loyalty programmes, etc. In
France, for example, Promocash is the leading franchised cash & carry
network with 143 sales outlets.
At year-end 2014, Carrefour had a total of 175 cash & carry stores,
with 143 in France, 19 in the rest of Europe, and 13 in other countries.