How reinvents its Carrefour hypermarkets
"Re-enchantment of the hypermarket." Of the seven projects announced just last year by Lars Olofsson, Executive Director of Carrefour, the biggest boost to sales in hypermarkets, particularly the larger ones, whose attendance continues to decline in France.
Tests are carried out recently in a handful of stores in Belgium, Spain and Chambourcy, near Paris. But in Rhone-Alps that focuses the bulk of the efforts of the distributor réattirer customers and make them spend. The group also planned to hold its investor days, 15 and 16 September in Lyon.Between two presentations on the progress of plan savings of 3.1 billion euros, brokers and analysts will be invited to a tour of hypermarkets completely "re-enchanted.
According to our information, the most spectacular project will be unveiled in Ecully, in the upmarket suburb of Lyon. Work will start in the coming days and be completed in late August. The different radii, starting with those on the non-food (textiles, hi-fi …) will be reorganized in the form of blocks, or shops open on a driveway. A radical break with the organization of gondolas "spike", perpendicular to the rays.
Expensive and spectacular
Another radical change, hyper might be organized around a single street, which would allow customers to wander at will … without missing a spoke."A spiral path, which would impose a smooth path to clients as Ikea," says one close to the matter. A precision belied by Carrefour.
Rather expensive, spectacular concept, designed by the design office Malherbe, should be reserved for the most hyper among the high-end 231 of the brand in France. Also, changes may not be as radical, but they should nevertheless be numerous, as in Venissieux.
There remains the issue of the less profitable stores in the chain. Here the group test by the end of an adaptation of his Brazilian concept Atacadao involving hypermarket and hard discount, with few services and references 7000 sold to declining prices based on volumes purchased.Eventually, nearly a dozen stores could be converted, and renamed Hypercash.
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