CARREFOUR PLANET DECEMBER 2010
CENTRE COMMERCIAL ÉCULLY GRAND OUEST: AVENUE DU BON PASTEUR, ÉCULLY, FRANCE 4 ADDITIONAL LOCATIONS IN FRANCE, SPAIN AND BELGIUM
WHY TO SEE Carrefour, the world’s second largest retailer after Walmart, unveiled a new hypermarket concept. Its core hypermarket format has struggled in recent years as consumers shopped closer to home to save on rising gas prices, and turned to more compelling stores for Beauty and Fashion. The new test format called Carrefour Planet creates a compelling, shoppable, exciting environment - while still presenting a focus on value. Key changes include a more spacious feel, wider aisles, new lighting, bold new signage, and 8 color-coded specialty “boutiques” for Produce, Frozen Food, Organics, Beauty, Baby, Fashion, Home, Multimedia/Leisure that wrap around the primary grocery areas. There is a café right in the middle of the store and a dedicated special events area that hosts cooking classes, massages, makeup lessons, etc. There are new services (express hair styling, makeovers, clothing alterations) and new technologies (wine pairing kiosk, beauty virtual mirror, 2D codes, self-scan shopping). And there's a nursery. What Works: • It's an exciting and unique shopping experience that still emphasizes value. • The enhanced emphasis -- products and services --on children, beauty, fashion and organic offerings makes this seem very relevant to younger Mums. • The boutiques can be seen from the core grocery areas -- not hidden away --to entice shoppers to buy. What Doesn’t Work: • Carrefour still faces the location issue. Hopefully the new, more compelling format will encourage shoppers to drive further for their weekly shopping. • The store appears so upscale it may convey the wrong (price) message to cost-conscious shoppers. Walmart experienced a similar problem with its Project Impact format (Gotta See 1Q 2009). • One wonders if shoppers will stop to have a massage or makeover while doing their grocery shopping.
SPORTS PET
LEISURE
CAFE SEASONAL PROMOTION
HOME
KIDS BABY GARDEN
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© WSL MARKETING INC. 2010
BEAUTY
CHECKOUT
SELF CHECKOUT
ENTERTAINMENT
MARKET
GROCERIES
FASHION
FROZEN
CHECKOUT
FRESH
INFO DESK
BEVERAGE
CHECKOUT
WINE
ORGANICS/ NATURALS
CARREFOUR PLANET DECEMBER 2010
THIS “BUTLER” KIOSK GIVES SHOPPERS WINE/ FOOD PAIRING RECOMMENDATIONS
ORGANICS AND NATURALS
FOCUS STILL ON FRESH PRODUCE, MEAT, SEAFOOD, ETC. FROZEN FOOD (IN PARTNERSHIP WITH LEADING FROZEN FOOD RETAILER PICARD)
IMPROVED SHOPPABILITY, WITH WIDER AISLES, LESS CLUTTER AND LOWER PROFILE FIXTURES
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© WSL MARKETING INC. 2010
CARREFOUR PLANET DECEMBER 2010
FASHION HAS KEY FOCUS
BEAUTY
THE SERVICED “BEAUTY BUBBLE” OFFERS EXPRESS HAIR STYLING AND MAKEOVERS FOR €10
LOTS OF NEW TECHNOLOGIES LIKE THIS MIRROR THAT LETS SHOPPERS SWIPE THE BARCODE OF A PRODUCT AND THEN “TRY IT ON” THEIR VERY OWN SKIN, EYES, LIPS, ETC.
HOME
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LICENSED BOUTIQUES BRING KEY BRANDS TO LIFE © WSL MARKETING INC. 2010