Carrefour: management changes, addition of ‘bargain corners’

Date : 12 February 2021

Jon Wright

Head of Insight - RA EMEA

As Carrefour continues to evolve and develop its operations in France and at a Group level, we look at its latest appointments, opening of bargain corners in its hypermarkets in France and the updating of the Bio c’Bon concept following its purchase in Q4 2020.

Management changes at Carrefour

Carrefour has appointed Elodie Perthuisot as its head of online operations. Perthuisot will replace Amélie Oudéa-Castéra, who has resigned to pursue a personal project. Perthuisot, who will take on the role from 1 March, is currently executive director ecommerce and supply chain for Carrefour France.

Elsewhere, Morgane Weill has been appointed as customer director for Carrefour France, which will come in addition to her role as executive director of strategy and group transformation. Weill will oversee the retailer’s Net Promoter Score strategy, which is aimed at measuring shoppers’ satisfaction. Finally, Charles Hufnagel, Group communication director, has also taken on responsibility for all strategic marketing, the brand and the media.

Carrefour begins rolling out ‘bargain corners’

Trade publication LSA has reported that Carrefour is adding 300 sq. m ‘bargain corners’ at some of its hypermarkets. The reports come as the retailer opens its 23rd ‘Good business corner’ at its hypermarket in Cluses. The areas are to be dedicated to low-cost products, with most prices at less than €1, €2 or €3, from the household and toy categories. The corners are aimed at helping Carrefour compete against discounters, like Action, and Aldi and Lidl.

Carrefour to collaborate with Altarea on urban development projects in France

Carrefour is to work with property developer Altarea on three urban development projects in Nantes, Sartrouville, and Flins/Aubergenville. Carrefour co-owns the sites and with Altarea will aim to transform them into hubs where people congregate, in addition to their commercial roles. Commenting on the partnership, Carrefour’s head of assets and executive director for human resources, Jérôme Nanty, said that ‘retail needs to play more of an urban and social role.

Updated Bio c’Bon stores reopen after acquisition by Carrefour

After acquiring the chain in November 2020, Carrefour has begun reopening Bio c’Bio organic stores. Initially 14 stores were reopened in December, with a further 50 to be opened, before the 107 Carrefour acquired to ultimately be completed. The retailer is investing about €100,000 in each store’s updating, which will be spent on cleaning them, updating their IT, evolving the assortment and improving their price positioning.

The changes are aimed at evolving sales per sq. m at Bio c’Bon from €5,000, in 2019, to €6,000. This will see more products added to the bulk offer, such that it accounts for about 7% to 8% of stores’ revenues, while investment in the fresh fruit and vegetables offer is aimed at the category accounting for a further 15% of sales.

Looking for more insight on Carrefour?

Subscribers can read our Strategic outlook for Carrefour, which looks at how its global strategy has been impacted and accelerated by COVID-19 and how it is looking to evolve and embed its model and organisation as part of its aim ‘to be the world leader [for] food transition for all’.