Carrefour

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The first Carrefour store opened on 3 June 1957, in suburban Annecy near a crossroads (carrefour in French). The group was created by Marcel Fournier , Denis Defforey and Jacques Defforey and grew into a chain from this first sales outlet. In 1999 it merged with Promodès, known as Continent Continent,, one of its major competitors in the French market. Marcel Fournier, Denis Defforey and Jacques Defforey had attended several seminars in the United States led by "The Pope of modern distribution" Bernardo Trujillo, Trujillo, who influenced other famous French executives like Édouard Leclerc (E.Leclerc (E.Leclerc), ), Gérard Mulliez (Auchan (Auchan), ), Paul Dubrule (Accor), and Gérard Pélisson (Accor (Accor ). ). Their slogan was "No parking, no business." dubious – – discuss discuss] The Carrefour group pioneered the concept of a hypermarket[dubious , a large supermarket and a department store under the same roof. They opened their first hypermarket 15 June 1963 in Sainte-Geneviève-des-Bois, near Paris in France.[2]

Carrefour's trading logo In April 1976, Carrefour launched a private label Produits libres (free products -- libre meaning free in the sense of liberty as opposed to gratis) line of fifty foodstuffs, including oil, biscuits, milk, and pasta, sold in unbranded white packages at substantially lower prices. The popularity of these products led critics on the political right to charge that Carrefour was undermining capitalism by acclimating the population pop ulation to generic [citation needed ] (rather than brand name or specialty) foods. In particular, Jean Mothes, an executive at Perrier , wrote in Investir magazine that Carrefour did more to accelerate the change to a socialist socialist-led -led government than socialist politicians and syndicalists like Edmond Maire, Maire, Georges Marchais, Marchais, François Mitterrand and Georges Séguy. Séguy.[citation needed ] In September of 2009, Carrefour updated it's logo. [3]

[edit edit]] Slogans • • •

Hypermarkets: "Choice and quality for everyone" Hypermarkets: "Pentru o viaţă mai bună" (Romania); it means "For a better life" Hypermarkets: "Ke Carrefour Aja Ahh...!!!" (Indonesia), literally means "Go to Carrefour (is better)...!!!"

• • • •

Supermarkets: "The prices people want, close to home" ho me" Hard Discount: "Grocery products at low, low prices" Convenience Stores: "Just what you need, right next n ext door" Cash & Carry: "Proximity and accessibility acce ssibility for catering professionals"

[edit edit]] Carrefour around the world in September 2007















[edit edit]] Asia •

In 1989, Carrefour became the first international retailer to establish a presence in Asia when it entered Taiwan through a joint venture with Uni President Enterprises Corporation. It leveraged the experience it gathered in Taiwan to expand into other Asian markets. Carrefour also operates o perates in the United Arab Emirates and Jordan in a joint venture with Majid al Futtaim [2] . In March 2007 Carrefour opened a store in Kuwait in the Avenues mall . In Oman, Carrefour opened a store in 2003 200 3 on the outskirts of the city of Muscat. Carrefour also has 11 franchise operated hypermarkets in Saudi Arabia, with 5 of them being in the capital Riyadh itself. In 2007, expansion accelerated outside France, particularly in Asia, with the building of 36 new n ew hypermarkets, including 22 in China - where the Group broke its record for store openings in a one-year period. Carrefour has also opened a franchise owned branch in the Bahrain City Centre in 2008. Hypermarket Superma Supe rmark rkets ets Hard Hard Discou Discounte nters rs s

Country

First store

China

1995

134

-

-

Indonesia

1998

61

14

-

Bahrain

2008

1

-

-

Japan

2000

7

-

-

Jordan

2007

1

-

-

Kuwait

2007

1

-

-

Malaysia

1994

12

-

-

Oman

2000

2

-

-

Pakistan

2009

1

-

-

Iran

2009

1

-

-

Qatar

2000

3

-

-

Saudi Arabia

2004

11

-

-

Singapore

1997

2

-

-

Syria

2009

1

-

-

Taiwan

1989

48

-

-

Thailand

1996

25

-

-















Coun unttry First sto store

Hyper permarkets

Sup Su permark arkets Hard ard Dis Discoun ounters

Morocco

2009

1

-

Algeria

2005

2

1

Egypt

2002

5

-

Seychelles

2009

Under Construction

-

-

Tunisia

2001

1

2

-

[edit edit]] Europe Country

First store

Hypermarket Hard Supermarkets s Discounters

Convenience Stores

Cash & Carry

Belgium 2000

56

280

-

257

-

Bulgaria 2009

1

-

-

-

-

Cyprus

2006

5

4

-

-

-

France

1960

218

1,021

897

3,245

134

Greece

1991

28

210

397

216

-

Italy

1993

59

485

-

1,015

20

Monaco

-

-

1

-

-

-

Poland

1997

72

277

-

5

-

Portugal 1991

-

-

365

-

-

Romania 2001

22

23

-

-

-

-

-

-

Russia

2009

5

Spain

1973

161

87

2,912

3

-

Slovakia 1998

4

-

-

-

-

Turkey

19

99

519

-

-

1993

[edit edit]] Americas

Carrefour has a presence in 4 countries in the Americas: Americas: Brazil, Argentina, Colombia, and the Dominican Republic. Carrefour is active in 3 types of retail distribution: hypermarkets, supermarkets and hard discounters, and entered the Cash & Carry market















Argentina

1982

59

103

395

-

-

Brazil

1975

150

38

300

5

34

Colombia

1998

57

-

-

-

-

Dominican 2000 Republic

5

10

-

20

85

Carrefour: History: 

  

The first Carrefour store opened on 3 June 1957, in suburban Annecy near a crossroads (carrefour in French). The group was created by Marcel Fournier Denis Defforey and Jacques Defforey and grew into a chain from this first sales outlet In 1999 it merged with Promodès, known as Continent, one of its major competitors in the French market. The first hypermarket was opened on 15 June 1963 in Sainte-Geneviève-des-Bois, near Paris in France In April 1976, Carrefour launched a private label Produits libres (free products -libre meaning free in the sense of liberty as opposed to gratis) line of fifty foodstuffs, including oil, biscuits, milk, and pasta, sold in unbranded white packages at substantially lower prices

OUR GROUP The Carrefour group: a world leader in distribution

Over the past 40 years, the Carrefour group has grown to become one of the world’s leading distribution groups. The world’s second-largest retailer and the largest in Europe, the group currently operates four main grocery store formats: hypermarkets, supermarkets, hard discount and convenience stores. The Carrefour group currently has over 15,500 stores, either company-operated or franchises. An international retailer















the future, particularly in such large national markets as China, Brazil, Indonesia, Poland and Turkey. Promoting the growth of local economies

Wherever it has a presence, Carrefour is actively committed to promoting local economic development. Since retail activities are all about contact with people, the group consistently emphasizes local recruitment plus management and staff training on the job wherever they work. Typically, the Carrefour group will be one of the leading private employers in any country where it operates. Naturally, this is the case for France, where the group was originally founded, but it is also true of such countries as Brazil, Argentina, Colombia, Italy and Greece. The group also seeks to support local suppliers, with some 90-95% of the products on its shelves sourced locally, depending on the country.

POINT OF VIEW Convenience stores: lending vigour to the city centre

In order to respond to its customers’ needs at any time, Carrefour operates a variety of retail formats and concepts, including hypermarkets, supermarkets and convenience stores. Its neighborhood convenience convenienc e stores, located in the urban core, are increasingly popular among consumers. With over 4,800 stores worldwide, the Carrefour Group plays a major role in convenience retailing. Today, Carrefour ensures that its stores in this format enjoy the benefit of Carrefour’s modern approach and high profile by giving them the Carrefour name, such as the Carrefour Express banner in Brazil, Carrefour Express Marinopoulos in Greece, Carrefour 5 Minut in Poland, Carrefour Convenient Buy in Taiwan and Carrefour City in Spain and France. To learn more about shopping patterns in city centers and the role played by France’s neighborhood stores, Carrefour has now, for the first time, created the Barometer of Urban Consumer Expectations, in partnership with its Carrefour

















This initial phase yielded several findings: 1) The French like their city centers

The French feel good in their city centers. Seventy-four percent had a positive view of the city centre. However, 20% expressed a wholly negative view. The city centre is a positive environment for a majority of the French people. Two-thirds of those living in urban areas with a population of at least 5,000 feel comfortable there. The most common positive impressions are satisfaction, a feeling of enjoyment (41%) and the sense of being free and independent (40%). Practical experience in the area plays a positive role: those who frequently travel to the city centre to do their grocery or other shopping feel particularly comfortable there (70-80%). At the same time, 20% have a less positive view of the city centre: they feel stressed there or even lost. This includes a significant percentage of white-collar workers (29%), but also inhabitants of major metropolitan areas such as Paris, Lyon and Marseille (27%). The size of the urban area is especially e specially decisive in shaping views of city centers (including the image people have of the area and the frequency with which they go there). But the use of a car to travel to the central city does not dissuade people from going: surprisingly, those who use mass transit have the most negative perception. The city centre: an area full of possibilities, a vibrant place designed for interaction. The city centre is synonymous with communication, interaction and social ties (62% of the spontaneous responses given by the French public): it is very strongly associated with the shops and businesses grouped there that offer a variety of goods and services: “You find everything there.” The individuals surveyed were also sensitive to how the city centre is structured: 40% of the spontaneous responses received on the city centre involved the urban environment, with its liveliness, its green spaces... and above all its traffic.

















More retail businesses (39% of the French and 53% of those who live in cities with 5,000 to 20,000 residents) Easy access by car or mass transit (30%) More green space (26%) More leisure facilities (cinemas, libraries, theatres, etc.) (37%) Longer opening hours for retail shops (11%) And in practice, a combination of consumption modes and retail habits The French frequent a complementary array of retail shops and use these stores for different purposes. To find attractive prices and a wider selection, they go primarily to shopping centres/retail areas on the outskirts of each city (price: 72%; selection: 70%). Central-city retailers win support for their quality and the advice they offer (53%). •

•

•

•

•

3) Sustainable management of city centres is a necessity

The ideal city centre for the French public: greater accessibility and enhanced quality of life When the French are asked which criteria they consider most important for building the ideal city centre, 43% cite “ease of access, with car parks and pedestrian spaces”. Next, 37% want a city centre that is “pleasant and appealing, a ppealing, with a cultural life and places for going out”--and an area with parks and green space as well (36%). Liveliness (30%) and shops and businesses (29%) received the next highest number of responses. 4) In practice, two realities emerge about the city centre

On the whole, the French travel to the city centre to do their shopping and errands The results suggest that travel to the city centre is fairly widespread among the French public The most frequent visitors are managers, young adults (ages 2534) - still single or in the process of starting a family - and, logically, residents of

















These evenings out are widely popular among managers and those under the age of 35. The size of the urban area is a factor as well: municipalities with over 30,000 residents have a greater impact (Paris, Lyon and Marseille most of all). Two realities about the city centre in the data

A split on current perceptions of the city centre: 54% feel their city centre is very lively and animated, versus 40% who disagree There are enjoyable city centres on one hand... Residents of the biggest French cities see a lively city centre, with an expanding retail scene Among residents of Paris, Lyon and Marseille, 88% find their city centre to be especially lively and animated. And 74% enjoy going there to run errands and wander the neighborhoods. Fifty-three percent report an increasing number of stores in their city centre that are part of national chains. ... And boring city centres on the other?

In every other city, a more mixed view: a retail dynamic that needs to be strengthened. Fifty-eight percent of those who live in rural areas with an urban influence or in French cities other than Paris, Lyon and Marseille genuinely enjoy doing their shopping in the city centre. But just 50% find their city centre very animated (versus 88% for Paris, Lyon and Marseille). The Carrefour Group’s neighborhood stores, in the heart of French cities

















Contact* Sales of €3.5 billion in 2008 Nearly 700 employees providing services to franchisees An exceptional network of over 3,200 convenience stores Five million customers shop at the Carrefour Group’s convenience store banners *Banners in the test phase Carrefour City and Carrefour Contact: two new banners for day-to-day needs Carrefour City

Carrefour City is specially designed to meet the needs of a highly h ighly mobile urban clientele. It's a fun, vibrant, user-friendly place to shop, with two main areas: "Pour tout de suite", which offers ready-to-eat products, and "Pour plus tard”, for daily shopping needs. Carrefour City is open long hours to keep pace with urban lifestyles. In Paris, its hours are from 7 am to 11 pm. Customers will find every Carrefour-brand product, including the Carrefour Discount line, and can enjoy the benefits of Carrefour’s loyalty program. Carrefour Contact

Located at the entrance to or in the centre of small towns and villages, Carrefour Contact is a store for everyday needs. It sells a selection of products for meal preparation and carries an extended range of fresh foods and meat. The store also offers pleasure shopping and repair services. At Carrefour Contact, too, customers enjoy all the benefits of the Carrefour name: Carrefour-brand products, Carrefour’s loyalty program and more.

OUR STORES Our stores

Over the past 40 years, the Carrefour group has grown to become one of the world’s leading distribution groups. The world’s second-largest retailer and the

















Hypermarkets: the appeal of the new

Customers seek good selection, prices and quality as well as faster shopping in a simple, friendly environment. Carrefour hypermarkets have entered the era of customized services and are poised to conquer new markets. Human-scale hypermarkets

The world leader in the hypermarket segment with 1,302 stores, the Carrefour Group continually adapts its store formats to the lifestyles of its customers. To create a more pleasurable shopping experience, the hypermarkets are becoming more compact. Internationally, the average size of a new hypermarket in 2008 equalled 5,400 sq.m, just two-thirds the size of a store opened in 2004. In many cases, the growth format may even be 3,000 sq.m to match as closely as possible the needs of each trading area. In these compact formats, Carrefour is expanding its offering to remain faithful to the hypermarket concept. Countries like Colombia, Thailand, Taiwan, Poland, Spain and Romania have been pioneers in this area. In Bogotá, for example, Carrefour opened two hypermarkets with less than 2,600 sq.m of sales area. In Taiwan, Carrefour’s growth is being driven by compact and mini formats, some of which are located in shopping malls and offer a wide array of services and leisure activities. In sync with local life

Carrefour Group banners are growing and operating with their customers' needs at the top of the list, as evidenced by Brazil's Atacadao, a store concept with a focus on low prices. At year-end 2008, Carrefour Brazil had 48 Atacadao stores, up from 34 in 2007, and recorded two-figure sales growth year-on-year. In



















identity and image, offering clothing for all lifestyle needs, including urban, casual, sportswear and maternity lines. And to take it a step further, Carrefour Colombia is testing computer-aided design to improve the in-store display of clothing in three Bogotá hypermarkets. In home decoration, the "Casa & Déco" line is proving increasingly popular with customers. Stores in France added Carrefour Home to their tableware collection and the brand launched the "Young Home" range, which targets people living on their own for the first time.

•

1,302

hypermarkets worlwide at 31 December 2008 •

57%

of group sales under banners (incl. taxes) in 2008 •

126

new hypermarkets Carrefour worlwide in 2008 •

1 million of customers everyday



















In France, Champion became Carrefour Market after six months of market testing. On 25 June 2008, a phased rollout began, and by the end of December, 160 Carrefour Market stores were already flourishing throughout France, including franchisees. The new Carrefour Market recorded strong growth thanks to higher volumes and the assets of the Carrefour brand. Elsewhere, Greece transformed its Champion stores into Carrefour Marinopoulos and Italy opened the country's first Carrefour Market in Milan. In Colombia, the Group announced in September that it had purchased the Mercadefam supermarket chain, thereby becoming No. 1 in its category in Santander State. It is also examining whether to convert its stores to the Carrefour banner. In favour of customers

At Carrefour Market in France, supermarket customers find a friendly staff and the modern features of a Carrefour store. The assortment has been expanded by some 20% with Carrefour-brand products and new non-food ranges, particularly apparel, culture and leisure, and tableware. The new layout modernizes the retailer's image and makes it easier for customers to navigate the store and understand the product displays. Lastly, customer loyalty is better rewarded. Customers can now take advantage of their Carrefour Card benefits throughout the network – in supermarkets, hypermarkets and even in Carrefour Contact and Carrefour City convenience stores undergoing testing.



















During these tensed economic times, customers are determined to make the most of their purchasing power. The Carrefour Group and its Hard Discount banners continue to expand access to consumer products by offering low prices all year long. Hard discount: something for everyone

In 2008, Dia, the Carrefour Group's hard discount segment, proved that it is meeting a real economic need in every country of operation: Spain, France (Ed brand), Portugal (Minipreço), Greece, Turkey, Argentina, Brazil and China. The number of stores climbed by 459 and now totals 6,252. As the hard discount region par excellence with nearly 50% of the network, Spain posted a solid performance. In 2008, sales incl. VAT rose by 16.2%. This performance can largely be attributed to the 83 "Supermercados Plus" stores that switched to the Dia banner following their acquisition from the German company, Tengelmann. In France, Carrefour pioneered the hard discount concept in 1978 when it created the Ed banner, which now boasts over 900 stores. The Group is planning to bring new energy to this format in response to consumer demand. Taking a new look at Dia

The leading discount chain in Spain, Dia, must continually innovate to stay on top. In 2008, Dia updated its image, adopting a more contemporary and



















•

914

Ed stores in France at 31 December 2008

Convenience: always attuned to customer needs

Convenience stores are a huge success with consumers. The Carrefour Group brings all its modern skills to bear on this forward-looking format. Express shopping

Out of a total of 15,000 stores, Carrefour had 4,812 convenience stores in 2008, mainly held by franchisees and operating under such banners as Marché Plus, Shopi, 8 à Huit and Proxi in France and DiperDi in Italy. The franchisees benefit from everything the banner has to offer, including customer-targeted concepts, products providing the best value for the money, and services and operating staff dedicated to sharing their expertise. To contribute its cutting-edge skills and



















Carrefour banners in France. All of this fits neatly into compact spaces: 800 sq.m on average at Carrefour Contact and 400 to 600 sq.m at Carrefour City. Carrefour City in Spain

With 11 Carrefour City stores in Madrid, Carrefour expanded operations in the heart of the Spanish capital in 2008, with a format complementing the hypermarket and supermarket models. Since its inception in late 2007, Carrefour City has established itself as a modern concept that is revolutionizing convenience shopping by offering customers the best value for their money. Its assortment is tailored to the needs of urban customers. Made up 90% of food products, it features over 1,000 Carrefour brand items and useful services, like mobile phone top-up vouchers and home delivery, that distinguish Carrefour City from its competitors. •

4,813

convenience stores worlwide at 12/31/2008 •

3,245* at 31/12/2008

convenience stores in France





















Among professionals

Promocash, the self-serve wholesaler for catering and food industry professionals, has been doing business in France for 40 years at 129 stores throughout the country. In 2007, the banner began converting to a 100% franchise model. A series of tests confirmed the successful performance of the well-paced lease-management process. At year-end 2008, Promocash had 120 franchisees, including 90 lessee-managers and nine consolidated stores. This trend will enable Carrefour to provide new career opportunities to Promocash employees and to anyone who wishes to join the cash & carry banner of the



















electrical goods, as well as music downloads and even flower and bicycle delivery. Carrefour Online website Carrefour.es, an e-commerce leader in Spain

In Spain, Carrefour has become an e-commerce leader. Its food website attracted 20% more customers in 2008, largely because it expanded to six new cities, with a range of products specifically adapted to its various customer categories. With regard to non-food items, the site, which provides home delivery throughout Spain, doubled its sales and increased its customer base by 50%. Carrefour Oline Spanish website



















Asia

Supermarkets

285

15

0

16

1

0

315

1745

53

3

-26

43

0

1732



















Conveniences



















Spain

168

1

0

0

0

0

169

Italy

69

2

0

0

1

0

70

Belgium

57

0

0

0

0

0

57

Greece

24

0

0

1

0

0

25

Cyprus

7

0

0

0

0

0

7

Bulgaria

0

1

0

0

0

0

1

Poland

78

1

0

0

0

0

79

Turkey

22

2

0

0

0

0

24

Roumania

21

2

0

0

0

0

23

Russia

0

1

0

0

0

0

1

Others

48

4

0

0

1

0

51

























































These three values bring us closer to our customers and consumers and reflect our personality. We look for and find the best possible solutions for them every day.





































Client-oriented culture: getting to know our customers better in order to serve them better

































































































































































































































Carrefour

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