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Whatever the customer’s
point of entry – hypermarket,
convenience store or
e-commerce site –
Carrefour seeks to ensure
a smooth, consistent
experience and a seamless
path to purchase.
Giving customers a choice
Building on its roots as a retailer, Carrefour has implemented
a profound transformation of its model to enable each
customer to choose their own preferred way of shopping
withintheGroup’sbanners.
According to their desires and the constraints they face at any
particular moment, each customer can take advantage of
themultiple contact and sales formats and channels available
to them. At the same time, they will always benefit from the
same guarantee and the same level of commitment and
service. This iswhat is reallymeant by theomni-channelmodel
implemented in the various countries where Carrefour
operates.
Experience Carrefour your ownway
Doing the family shopping in a hypermarket? Grabbing lunch
on the go at your building’s street level? Giving your opinion
on a product? Visiting the store and having your shopping
delivered at home? Ordering online and collecting your pur-
chases froma
drive?
Today, customers are looking for practical
solutions tailoredtotheirdesiresandwhichmake theirday-to-
day lives easier. The challenge for Carrefour is to respond
to these various expectations and to changing consumption
habits. Todo so, theGroup is developing varied, popular stores
with versatile sections. That is what is meant by Carrefour’s
multi-format approach. In each of the countries where it
operates, theGroup is committedtostrengthening thisaspect.
Fromthe car parks to the store via the attached shoppingmall,
customers are presented with an optimised complex of
facilities, designed to be fluid, friendly and connected. At every
point, Carrefour prioritises human contact, offering lots
of advice fromseasonedprofessionals,workshopsand product
tastings, so that everyone can enjoy spending time with family
or friends taking a stroll, grabbing a bite to eat, having fun,
attendinga concertor show, anddoingsomeshopping.
To complement the physical link with the store, the digital rela-
tionship between Carrefour and its customers is growing:
an increasing number of e-commerce solutions are available,
offering an expanded range of products and innovative
serviceswithmobile phone apps,
click&collect
solutions, cus-
tomer services delivered via social networks, and so on. What-
ever the customer’s point of entry, hypermarket, convenience
store or e-commerce site, Carrefour seeks to ensure a smooth,
consistent experience and a seamless path to purchase.
For example, Carrefour allows customers to use the credit on
their loyalty accountwhenever theywant, or tomakeuseof the
best promotional offers currently available, whether online or
in-store.
Newconceptsandnewservices
Urbanisation, growing mobility, longer commute times,
an increase in the number of single-parent or blended families,
and more: the profound transformation in the lifestyles
–and therefore theconsumptionhabits, too– isnot just about
therapiddevelopmentof e-commerce.
Carrefour is responding to these changes insocietybyboosting
its multi-format presence with the opening and acquisition
of 1,436newstores in2015. TheGroup issettingout toattract
new customers by opening stores in high traffic-density areas,
like petrol stations, airports and train stations. It is also intro-
ducingnewstoreconcepts, suchasCarrefour Bio inFranceand
Supeco in Spain. At the same time, existing stores are being
renovated to offer greater comfort, a friendlier atmosphere
and new services: touchscreen kiosks, connected mirrors,
mobile apps tohelp track downproducts andpromotions, free
Wi-Fi, digital walls, and more. In every country, Carrefour is
tryingoutnewsolutions tomake its customers’ liveseasier and
tocreateamorepractical, funshoppingexperience.
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