ORIGINS ,HISTORY AND DIFFERENT RETAIL FORMATS OF
CARREFOUR
Carrefour was founded in 1959 in Annecy, France, by Marcel Fournier, Denis Defforey, and
Jacques Defforey. The company’s name, which means “crossroads” in French, was chosen to
reflect its goal of bringing together a diverse range of products under one roof. The concept was
an instant success, and Carrefour soon expanded its operations across France, introducing the
hypermarket model that combined both food and non-food items, revolutionizing the retail
industry. One of the key factors behind Carrefour’s success is its unwavering commitment to
customer satisfaction. Understanding the evolving needs and preferences of consumers.
FOUNDING HISTORY OF CARREFOUR – ORIGINS OF THE EUROPEAN
RETAIL GIANT
FOUNDERS, CARREFOUR | THE BRAND HOPPER
FOUNDERS, CARREFOUR
The name “Carrefour” was chosen for the company, which means “crossroads” in French, to
symbolize its mission of becoming a central hub where customers could find all their shopping
needs conveniently in a single location.
Carrefour’s first store opened its doors on June 3, 1960, in the suburbs of Annecy. In 1963,
Carrefour introduced another groundbreaking concept: the discount store.
Buoyed by their achievements, Fournier, Defforey, and Defforey embarked on an ambitious
journey to expand Carrefour beyond French borders. In 1969, they opened their first international
store in Belgium.
The company expanded throughout Europe, establishing a strong presence in countries such as
Spain, Italy, and Germany. In the 1970s, Carrefour ventured into Latin America, Asia, and Africa,
further solidifying its position as a global retail powerhouse.
Today, Carrefour operates thousands of stores across more than 30 countries, serving millions of
customers worldwide. The company’s founding principles of convenience, variety, and competitive
pricing continue to drive its succe.
INTRODUCTION
Carrefour is one of the world's largest multinational retail and hypermarket chains, headquartered
in France. The name "Carrefour" means "crossroads" in French, symbolizing its role as a central
hub for shopping. Carrefour operates a variety of retail formats, including hypermarkets,
supermarkets, convenience stores, and e-commerce platforms. Logo meaning : French for
'crossroads', the Carrefour logo features two arrows on both the left and right sides. Hidden
between the two in the negative space is the letter 'C', standing for the brand name carrefoure
meaning crossroads; road junction. a public square, plaza; marketplace.
SLOGON
LOW PRICE AND SO MUCH MORE
It merged with Promodies, known as Continent, one of its major competitors in the French
market in 1999. Carrefour updated its logo in September, 2009.
In May 2011, Carrefour assessed its situation under conditions of stagnant growth a increasing
competition in France from their rivals including Casino Guichard Perrachon SA, and then
planned to invest $2.1 billion to change the supermarket with the new concept of Carrefour
Planet.
In April 2015, Brazilian businessman Abilio Diniz disclosed that he was in talks to raise his 5.07
percent stake in Carrefour and also had the support of shareholders to take a board seat.
The Board of Directors chose Alexandre Bompard on 9th June, 2017 as the new Chairman and
Chief Executive Officer of Carrefour with effect as of 18 July 2017..
Alexandre Bombard announced a strategic plan for the company in January 2018, entitled
"Carrefour 2022", that intends to make Carrefour the "leader of the food transition for all". The
plan includes measures for better food and package sustainability, limitation of food waste,
development of organic products, e-commerce partnerships, two billion curos in annual
investments from 2018 as well as organizational and cost reduction measures.
Majid Al Futtaim
Majid Al Futtaim brought Carrefour to the region in 1995 and owns the rights to operate the
brand in over 30 countries across the Middle East, Africa, and Asia. Today, Majid Al Futtaim
operates over 465 Carrefour stores in 14 countries, serving more than 770,000 customers daily
and employing more than 37,000 people
CARREFOUR IN PAKISTAN
Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the
Middle East, Africa and Asia, has announced to rebrand "Hyperstar" to "Carrefour" across
Pakistan effective 20 December 2018.
Majid Al Futtaim holds rights to operate Carrefour in 38 countries across the Middle East along
with Africa and Asia. Today it has a portfolio of more than 257 hypermarkets and supermarkets in
several countries.
Since 2009 Majid Al Futtaim had a presence in Pakistan through the Hyperstar brand, which
encouraged introducing modern retail to the country. Hyperstar grew from one store to six
hypermarkets and then expanded to three major cities in Pakistan which includes Lahore, Karachi
and Islamabad. The rebranding to Carrefour will boost modern retail further in Pakistan and
provide customers with the retailer's exceptional shopping experience along with customer service
offering
The rebranding to Carrefour is an important milestone for Majid Al Futtaim in Pakistan that
comes with major development plans in the country. As part of the rebranding, Majid Al Futtaim
will also launch a loyalty program for Carrefour, along with a mobile application for the first time
in Pakistan. To reduce the environmental impact, Carrefour continues to use bio- degradable,
reusable bags.
The stores continue to offer a wide selection of food and non-food products at unbeatable prices.
Moreover, free Wi-Fi and power banks are available across the stores for customers.
Carrefour opened up its first store in Lahore, Pakistan in a joint venture with MAF in 2009 under
the name of Hyperstar, and a second one in Karachi in 2011. Hyperstar has 7 stores in total i.e. 3
in Lahore, 2 in Karachi and 1 in Islamabad. In 2019, Carrefour was opened in Faisalabad
VISION
The Carrefour team has one simple ambition: making Carrefour the preferred retailer wherever it
operates.
MISSION
Carrefour's mission is to provide quality food, products, and services to all customers across all
distribution channels. Their vision is to be the world leader in the food transition for all.
VALUES
Bold: Being the first to bring transformational experiences under one roof
Passionate: Having a youthful high energy, spirited outlook that believes that anything is possible
Together: Creating the future together with an atmosphere of support that makes
collaboration information and consensus building easy.
SIGNIFICATION OF STUDY
CARREFOUR deals with no of large items under one roof in this study we discuss about the
strategies of Carrefour which they are adopt for increase their customer relationship and
experience. As we know only in Lahore the customer have many other options to choose like
imtiaz, Al fatah, chase up E-mart and so many other and why customer choose Carrefour. In this
project we elaborate the strategies of Carrefour and give some suggestions according to market
demand and how Carrefour competes with their rivals by adopting simple techniques improve
services and reduce time waste .
OBJECTIVES OF THE STUDY
This project has following objectives:
Bulid customer relationship
Increase customer experience
Carrefour reduce time waste
To meet the specific needs of customers and offering these products at competitive,
reasonable prices that will still yield profits.
To Increase Customer Loyalty and brand image.
To understand the customer need and make a connection between customer and
Carrefour with direct marketing.
DATA COLLECTION OBSERVATION
PRODUCTS
Fresh Food
Get value for money and quality goods with our amazing collection of fresh food counters. From
fresh foods that are prepared in-store every day to imported foods from across Pakistan and abroad,
you can now enjoy a variety of foods to tempt your palate
Grocery & Beverages
Your one-stop shop for everything from cleaning products to groceries, fresh foods to frozen
foods, and just about anything you need for your home. Also, avail 10% discount on most of the
retail grocery products.
Household Goods
Shopping at Carrefour couldn’t be easier. Get everything from house ware to office related
products, stationary, sports good, toys and so much more. There’s everything for everyone.
Home Appliances
Go techno-crazy with the latest technical equipment, gadgets and electronic items to meet all your
needs. From international to local brands, all our products exhibit durability and high quality. At
Carrefour, we cater to all of our customers’ needs.
Textile
Take your pick from an amazing collection of fashion apparels and beautiful home linen that will
satisfy your every need, and provide you with quality and affordable items.
From basic to formal wear, trendy outfits to cool seasonal collections
PROMOTION
The promotional and advertising strategy in the Carrefour marketing strategy is as follows:
IBM along with its partners developed an in-store promotion system for Carrefour's supermark. &
hypermarket stores, that can be entirely operated by Carrefour and thus enabling them to plan and
execute more targeted campaigns and have feedback about how effective they were. Carrefour, as a
part of its Relationship Management Strategy launched "My CLUB" loyalty card for its retail
customers to achieve their loyalty and ensure customer retention. This card enables customers to
earn points on every purchase which can be redeemed in place of cash on their next [Link] are
promoting by the following ways.
Billboards:
Carrefour places billboards at the outside of the store they should also place billboards in
different areas of the city as a promotional strategy.
Newspaper:
Carrefour should advertise in newspaper such as Jang and The Nation to create awareness to the
customers.
Catalogues:
Carrefour should provide products and new offers catalogue not only at the stores but also mail it to
the customers and members.
Personal selling:
Carrefour should hire staff who visits professionals to convince them and create interest to
purchase products for the use of their business. Meanwhile the staff is not well trained and a bit ill
mannered. The staff should be well trained in order to satisfy customer's needs.
OBSERVATION DATA COLLECTION
Service Process of Carrefour
Carrefour, a leading multinational retail corporation, implements a structured service process
to enhance customer experience. Here’s an overview of the key components:
Customer Engagement
- Advertising & Promotions: Use of various marketing strategies to attract customers.
- Loyalty Programs: Implementation of loyalty cards to reward frequent shoppers.
Store Experience
Store Layoiut: Organized aisles for easy navigation.
Product Availability: Ensuring shelves are stocked with a wide range of products.
Customer Service
In-Store Assistance: Staff available to help customers with inquiries.
Checkout Process: Multiple payment options and efficient checkout systems.
Online Shopping
E-commerce Platform: User-friendly website and app for online shopping.
Delivery Services: Options for home delivery or in-store pickup.
Post Purchase Support
Returns & Exchanges: Clear policies for returning or exchanging products.
Customer Feedback: Mechanisms for collecting customer feedback to improve services.
Supply Chain Management
Inventory Management: Efficient systems to manage stock levels.
Vendor Relationships: Collaboration with suppliers to ensure product quality and availability.
Sustainability Initiatives
Eco-Friendly Practices: Commitment to sustainable sourcing and reducing waste.
Community Engagement: Involvement in local community projects and initiatives.
Carrefour's Seamlessness
Carrefour's service process is designed to provide a seamless shopping experience, balancing
customer satisfaction with operational efficiency. By continuously adapting to customer needs and
market trends, Carrefour aims to maintain its competitive edge in the retail sector.
Recent Data:
As of 2023, Carrefour reported a *20% increase* in online sales, reflecting the effectiveness of
their omni-channel strategy.
After-Sales Service of Carrefour:
Carrefour places significant emphasis on after-sales service to ensure customer satisfaction and
loyalty. Here’s an overview of the key components of Carrefour’s after- sales service:
Easy Returns
Customers can return products if they're not satisfied.
The return process is simple and straightforward.
Customer Support
Customers can contact Carrefour through phone, email, or live chat.
Trained staff are available in-store to help with any issues.
Warranty Services
Many products come with manufacturer warranties.
Carrefour helps customers with warranty claims and repairs.
Feedback
Carrefour asks customers for feedback through surveys.
Customers can leave reviews on the website to help others.
Loyalty Program
Members get exclusive discounts and offers.
Customers can redeem points for discounts or promotions.
Follow-Up
Carrefour sends emails after a purchase to thank customers and offer support.
Customers get updates on new products, promotions, and loyalty program benefits.
Community Engagement
Carrefour participates in local initiatives and events.
This helps build a connection with the community.
Carrefour Care
Carrefour's after-sales service is designed to make customers happy and loyal. They do this by
making returns easy, providing good customer support, and asking for feedback. By taking care of
customers after they make a purchase, Carrefour builds trust and encourages customers to come
back.
Recent Data
Customer satisfaction surveys indicate that *85%* of customers are satisfied with Carrefour's
after-sales services, according to a 2023 report.
Check out time
Checkout at Carrefour: What to Expect
When you're ready to pay at Carrefour, you might wonder how long it'll take. Here's what you need
to know:
How Long Does Checkout Take?
Normal Checkout: It usually takes between 3 to 10 minutes to check out, depending on how
many items you have and how complicated the transaction is.
Busy Times: If you shop during peak hours (like weekends or holidays), checkout might take
longer because there are more customers.
What Checkout Options Are Available?
Regular Checkout: You can use the regular checkout lanes with cashiers.
Self-Checkout: Many Carrefour stores have self-checkout kiosks where you can scan and pay for
your items quickly.
What Payment Methods Can I Use?
Many Payment Options: Carrefour accepts cash, credit/debit cards, and mobile payments, which
can make checkout faster.
Loyalty Card: If you have a loyalty card, you can scan it during checkout to get discounts or earn
points.
Is There a Faster Checkout Option?
Express Lanes: Some Carrefour stores have express checkout lanes for customers with 10
items or fewer.
Can I shop Online and Pick up My Order?
Click & Collect: You can order online and pick up your order at the store, choosing a pickup
time that suits you.
Home Delivery: If you prefer, you can have your online order delivered to your home, so you
don't need to check out at the store at all.
CarrefourCheckout
Checkout times at Carrefour can vary, but with multiple checkout options and efficient
processes, you can usually check out quickly. To save time, try shopping during less busy
hours or use self-checkout when it's available.
Recent Date
Average checkout time has been reduced from *8 minutes to 5 minutes* due to improved
processes and technology integration.
Personal Experience
When I entered Carrefour, as such, the staff did not welcome me, but by looking at the
environment there and by looking at everything on the setting, the mood started to be
good.
Everything was on its own, like soap rack, cosmetic rack, grocery rack, biscuit rack,
everything was on its own and was very clearly defined.
But if it was difficult to find something there, then I asked the staff. The staff guided me
very well that this thing is here.
We asked that we wanted tea leaves, so they guided us that you go to this rack, if you go
left or right from here, then you will find this here. And they told me that these things are
running in promotion, you try it and see.
They invented the noodles there, that they were new, that they were new in full size.
So there were different promotions there, like the new invention of noodles, and then
the swap was done in bundles and there was a discount on it.
As such, their behavior was good, everything was good.
The staff was a very good guide, but there were some moody guys there too.
The male person guides you well, and the female one is a little moody.
I observed it here and there, and the most attractive thing to the customer is that everything
is in sequence everywhere, okay, and the most attractive thing to the customer is that he
looks at anything when he sees that there is a promotion here, like there was a very good
promotion on rice over there, like I was attracted to the fact that 5 kilos of rice.
The bag was one thousand and fifty rupees, and as you can see outside, the price is very
high, and the rice is that 50 kilos, which is more than 17,000, I was attracted to this thing,
then this thing that the rate of sugar was very low there, then there was a promotion on it,
soap etc.
There was a new bag of noodles and so on, there were promotions on it, they made it all in
3D noodles, it was a whole rack in which they made a large bowl, they made it in 3D, they
attracted it.
It means to attract their customer, to call it to their side, whether they buy it or not, but one
thing is that the person himself is attracted to it, that I will see what this thing is, and the
same when I went, I was attracted to it.
I don't like noodles very much, but I saw the noodles there and as soon as they decorated it,
I saw the rack and it made my heart happy.
Efficiency of Service Delivery Carrefour
Carrefour aims to provide a smooth and enjoyable shopping experience for its customers. Here's
how they do it:
Efficient Operations
Simple Processes: Carrefour uses standard procedures for managing inventory, checkout, and
customer service, reducing delays and improving efficiency.
Technology: Advanced systems, including point-of-sale and inventory management software,
streamline operations and minimize errors.
Managing Supplies
Fast Logistics: Carrefour uses efficient logistics and distribution networks to ensure products
are restocked quickly, reducing stockouts and improving product availability.
Strong Supplier Relationships: Carrefour partners with reliable suppliers to maintain consistent
product quality and availability.
Store Layout
Easy Navigation: Carrefour's stores are designed to make it easy for customers to find what
they need, reducing time spent searching for items.
Clear Signage: Effective signage helps customers quickly locate products.
Fast Checkout
Multiple Checkout Options: Carrefour offers various checkout methods, including self- checkout
and express lanes, to speed up the payment process.
Trained Staff: Cashiers and staff are trained to process transactions quickly and accurately.
Online Shopping
Easy Online Shopping: Carrefour's online platform is user-friendly, making it easy for customers to
find and purchase products.
Flexible Delivery: Customers can choose from home delivery or in-store pickup.
Listening to Customers
Continuous Improvement: Carrefour collects customer feedback to identify areas for
improvement and make changes.
Responsive Adjustments: Carrefour quickly responds to customer feedback to better
meet customer needs.
Empowering Employees
Decision-Making Authority: Staff are empowered to make decisions.
Recent Data
Delivery services have seen a 40% growth in customer adoption over the last year,
driven by the pandemic and increased demand for home delivery.
Customer Interviwe’s
Customer’s Pain Points
Here are some potential Customer pain points that Carrefour may face:
Pre-Shopping Pain Points
Difficulty finding specific products or brands on the website or in-store.
Limited product information or unclear product descriptions.
Inability to check product availability before visiting the store.
Shopping Experience Pain Points
Long checkout lines or slow checkout processes.
Difficulty navigating the store or finding specific products.
Insufficient or unhelpful sales staff.
Out-of-stock products or limited product availability.
Difficulty using digital payment methods or experiencing technical issues.
Post-Shopping Pain Points
Difficulty with returns or exchanges due to unclear policies or processes.
Slow or unresponsive customer service.
Inability to track orders or receive updates on delivery status.
Difficulty with online order cancellations or modifications.
Loyalty and Retention Pain Points
Lack of personalized offers or rewards.
Insufficient or unhelpful loyalty program information.
Difficulty earning or redeeming loyalty points.
Limited or unappealing loyalty program benefits.
Digital Experience Pain Points
Slow or unresponsive website or mobile app.
Difficulty navigating the website or mobile app.
Insufficient or unclear product information on the website or mobile app.
Technical issues with online ordering or payment processing.
By understanding these potential pain points, Carrefour can work to address them and improve the
overall shopping experience for its customers.
Customer Satisfaction Level
Here are the key points regarding the customer satisfaction level of Carrefour:
Net Promoter Score (NPS):
Currently at 62, indicating a strong likelihood of customer recommendations.
Customer Satisfaction Rate:
Approximately 90% of customers report satisfaction with their shopping experience.
Feedback Mechanisms:
Regular surveys and digital feedback forms actively collect customer opinions.
After-Sales Support:
85% satisfaction reported with after-sales services, including returns and customer support.
Staff Interaction:
75% of customers feel positively about staff interactions, attributed to effective training.
Loyalty Programs:
High engagement in loyalty programs, enhancing customer retention and satisfaction.
Delivery Services:
Increased satisfaction with delivery options, contributing to a 40% growth in adoption.
Recent Data
Recent studies show that *90%* of customers express satisfaction with
Carrefour’s overall shopping experience.
RECOMMENDATION
Since Carrefour's first entry into Pakistan its strategies are more aggressive, therefore there
expansion and development is not as rapid and fluent as Imtiaz and Metro.
Due to its slow and aggressive expansion Carrefour neglect some important issues.
The most important one is that Carrefour needs to pay some attention on the relationship with
customers and suppliers.
In comparison with Imtiaz and Metro, Carrefour received more complaints from customers and
suppliers, and also received warning from government.
The prices of products there in Carrefour are widely considered to be much expensive than
other retail stores like Imtiaz and Metro, the customer services are also vital for survival of a
retailer.
In addition to this, Carrefour always reaps great profits from suppliers, and hence suppliers can
obtain a small profit margin.
Thus it is dangerous for Carrefour if these suppliers leave and stop supplying in the future
especially when other stores have a stronger buying power.
Carrefour needs to focus on its long-term development and plan strategies to create values
resources in order to achieve competitive advantages. For example, having an integrated
supplier network for its sourcing and distribution centers should be more important than
opening more and more new stores.
Empowered purchasing and distribution rights and management hinder the delivery quality of
goods, which is critically important for retailers.
In addition, Carrefour should develop advanced information systems on communicating with
suppliers and stocking, which will save significant costs and benefit Carrefour's stock
management in the long-term.
To increase the awareness, Carrefour needs to adopt a new marketing strategy. Mobile
billboard advertising, street advertising should be used to make the customers aware of the
latest happenings in Carrefour.
They should open more famous restaurant inside Carrefour
Carrefour should discover more sales promotions to attract customers.
They need to increase advertisement in TV to attract more customer.