The lines continue to move at the Crossroads. Engaged in a vast transformation plan since two years under the leadership of Alexandre Bompard, the retail giant is back in the offensive in France on discount “soft”. In a few days, it will be important in France Supeco, one of its brands already present in Spain, Italy and eastern Europe (Romania and Poland), with 41 stores.
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If in these countries Supeco is positioned in hard-discount (small assortment in a setting without frills, very low price), “the concept will be adapted to the French market, between a traditional supermarket and the “cash and carry”,” explains a spokesperson for Carrefour, confirming information of the Editions Dauvers. This concept of “cash and carry” is based on wholesale purchasing price locked in huge warehouses. It has made the business of Carrefour in Brazil and Argentina, but is hardly replicable as is in France.
Redesign of the model of the hypermarket
In France, where Carrefour has made a series of back-and-forth on the discount since 2011 with the spin-off and then redemption, and finally the closure of its ex-subsidiary, Dia, this new offensive on the very low price is going to be watched closely. This time, it comes with Supeco version habs, a concept a bit more premium than the hard-discount, which has fizzled out in our borders.
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of these, Five stores of an average size of 1400 m2 will be launched by the end of 2019, the first of the 4 September to Valenciennes. With an assortment tightened, 2000 references per site, including a large portion of fresh food in butchers, bakery, Carrefour follows Lidl, which develops since 2012 a discount the more high-end. At Supeco, beyond the products fresh, customers will find an area of non-food “good business”, and will benefit from a series of services, such as a wire WhatsApp to talk directly with the store management. Next to this new format, Carrefour is also working on the redesign of the model of the hypermarket, with a pilot of its new concept (Next) expected at Dijon on September 3.
