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Carrefour, a brand serving everyday consumers

With Carrefour “Positive every day!”. The Carrefour brand offers a slogan full of positivity. Today, however, positivity is not always an integral part of our daily lives. Indeed, the COVID-19 epidemic made it very difficult during the confinement. The existing health measures had to be adapted. Many stores have been forced to close. Consumers have been asked to minimize their travel. Thus, in order to reduce physical contact, many have done their shopping and will continue to perform even their Christmas shopping on the internet. For retailers such as Carrefour, it was necessary to adapt to offer a digital offer and meet the needs of consumers.

As the holiday season approaches, it has never been more complicated to do your Christmas shopping. Indeed, between store closures, confinement and barrier gestures to respect it can seem difficult to go to the signs. Thus, the pleasure of buying gifts seems slightly compromised.

Indeed, according to a survey by Opinion Way for Proximis, during the lockdown consumers have reviewed the way they buy. Online shopping has been a priority. Thus the average budget of gifts on the internet is 159 € against 85 € store (1). For retailers and major retailers it is time to rethink the models. The crisis is prompting new needs, digital technology is meeting them. Indeed, although stores have been able to reopen their doors, consumers do not have the spirit to the party. To avoid long queues in shops and “sprain” barrier gestures online shopping remains the solution.

The Carrefour brand has understood this well. Also three weeks before Christmas, she is eager to find solutions to meet the emerging needs of consumers. Alongside Quidol, a live stream platform, it helps consumers prepare for Christmas. During 3 live shopping sessions, on November 27, December 2 and December 5 they will be able to make their purchases in an interactive and fun way. Indeed, presenters accompanied by children present the lives and highlight the toys. Therefore, it is an unprecedented operation since it is the largest live shopping operation ever launched on the territory. Halfway between e-commerce, entertainment and live commerce, this action seems to be the future of e-commerce.

The Carrefour brand, an ambition to massively strengthen its online presence

As a result of the government’s actions, consumers have tended to favour small convenience stores. However, they also used the online circuit. The goal is not to go to the store to avoid physical contact and reduce the spread of the virus. During the week of April 6-12, online sales doubled. This has also led to an increase in in-store drives and home deliveries. As a result of these very rapid changes, retailers such as Carrefour have had to adapt and adapt their online offerings to meet the needs of consumers. Indeed, they now want to be able to shop from home without having to move.

Carrefour is taking this opportunity to strengthen its online presence. In particular, the brand opted for a strategic partnership with Food-X Technologies Inc. A Canadian company that develops state-of-the-art solutions for managing online orders in the food sector. On the Carrefour Group side, this partnership will increase its productivity and profitability of its shares and operations. From a customer point of view, it will improve the digital experience at this key moment (1).

Always with the aim of continuing its digital development and becoming the leader in food e-commerce Carrefour aims to offer its marketplace by the end of 2022. It offers more than a hundred merchants and up to 100,000 references that complement the offer of everyday products (2). Thanks to this online marketplace, the Carrefour brand thus promotes access to a complementary offer while allowing partner sellers to offer their catalogue on its website. In addition, in order to always adapt to the needs of the French Carrefour is also committed to the side of UberEats to offer its products and facilitate shopping for consumers.

carrefour online shopping brand
Carrefour’s delivery services are highly appreciated due to the ongoing restrictions.

Making everyday life easier for consumers with delivery

Created in 1959, the Carrefour brand claims its ability to always detect consumer expectations in order to adapt to societal changes. Indeed, he was the first to open a store in hypermarket format. Today the group is rethinking its model to adapt and allow everyone to eat healthy, sustainable and local eating thanks to a product offering meeting demanding quality criteria. Thus the group is rich in values such as passion, human contact and a sense of service. For this reason, Carrefour ensures that all services are accessible in stores or online in a logic of complementarity with the points of sale.

To make everyday life easier for consumers, the Carrefour brand offers the possibility of ordering its shopping online at the best price. Consumers can pick them up at one of our many drive pick-up points or have them delivered to their homes (3). In Bordeaux, the delivery offer is refined since it is also possible in the city to be delivered in just 1 hour. And for those who are even more in a hurry with the Uber Eat service the races can be delivered in 30 minutes at any time.

Thus the retail sector is reinventing itself. Although the changes were felt before the COVID-19 crisis, it marked a turning point. As a result, consumers are adopting new behaviours on the Internet that need to be adapted to. For the Carrefour brand, the reinforcement of services is welcome, especially with the restrictions in progress.

Sources:

(1) “THE GROUP CARREFOUR TO FOOD-X TECHNOLOGIES INC. FOR RENFORCER SES CAPABILITIES E-COMMERCE,” Carrefour, Press release of September 16, 2020

(2) “CARREFOUR LANCE SA MARKETPLACE ALIMENTARY” Carrefour, Press release of 22 June 2020

(3) Online racing,Carrefour

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