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Thomas Letellier
Director
of Carrefour
market
,
rue Demours in Paris
“TheWineFair
is anevent that brings
people together.
It energises the store
andbuilds
close tieswith
our customers.”
Everydayaroundtheworld,
Carrefour teamsstrive touse
their knowledgeandexpertise
for customers’ benefit.
InterviewwithThomasLetellier,
directorofCarrefour
market
onrueDemours inParis,
andPascalMaurice,wineexpert
andCarrefour adviser,whoexplain
howthey transformedtheWine
Fair intoanevent thathaswon
praise fromcustomers.
JOINT
INTERVIEW
Pascal Maurice
Wine expert
“It’s important to
explain thewines’
background to
customers, tooffer
guidanceandmake
themwant
to tasteandbuy.”
What are
the ingredients
of a successful
Wine Fair?
Thomas Letellier: Above
all, you need to know
your customers well.
At this store, we have a
lot of very knowledgeable
wine lovers as customers.
Some of them come with
their list and know exactly
what they want. Others
are more open to impulse
buys. This means that
I need a good selection
of basic products, key
vintages, along with
some surprises,
always at unbeatable
value for money.
Pascal Maurice: It is
beautifully staged, with
high visibility through
its presentation and
labelling, such as tasting
notes from the
Revue
du Vin de France
, an
important French wine
publication. It is vital
to create an inviting
atmosphere and offer
good advice.
In every store, theWine
Fair involves the store
director, the department
manager, advisers and
wine experts, who are
there to talk with
customers, help them
select wines and share
their knowledge in a
festive environment.
We try to explain
the wine’s background
to our customers.
How is the event
organised?
P.M.: TheWine Fair is
developed upstream,
at a trade show that
brings together French
supermarket directors
and merchandise teams.
It is a key event as it is
an opportunity to present
the entirewine catalogue,
the result of work by
Carrefour teams that
spend many months
visiting producers
to unearth excellent
vintages at very
affordable prices.
T.L.: We hosted
a preview event at the
store last September.
We invited over 150 loyal
customers to take part
in a tasting of wines
selected by me.
The event involves
the entire team, bringing
everyone together to
create a real bond with
our customers.
Advisers
tomake
theright
choice
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2014 annual activity and responsible commitment report –