As part of Carrefour’s strategy to build a multi-format single brand, the world’s second largest retailer is developing new formats to suit the changing lifestyles of consumers. First trialed in 2009, Carrefour City is one example of how Carrefour is better positioning themselves with today’s changing consumers.
Carrefour City Format Overview
Located in urban areas and between 650-3,000 square feet, Carrefour City boasts a very fresh presentation with a smaller center store assortment. Each urban city store has roughly 6,000 skus that are catered to everyday needs.
The store is divided into two separate departments: “For Now” and “For Later”.
The front of the store, the “For Now” section, accounts for roughly 45% of the selling space and is comprised of:
- Over 200 fresh fruits and vegetables
- Ready-to-eat and reheat products for quick on-the-go meals
- Bread that is baked on site
- Small dining area with microwaves and coffee makers where customers can enjoy their purchases on site (while connecting to free Wifi)
The back section of the store, “For Later”, comprises a full assortment of products for everyday needs.
Despite its smaller size, Carrefour City offers a full variety of Carrefour branded products (30% of store is Carrefour brand) and accepts the standard Carrefour loyalty card.
What Does It Mean For the Retail Future?
Carrefour City’s small size, urban location, fresh food assortment, and convenient grab and go ready-to-eat- meals make it an ideal destination for the fast-paced European city dweller. As these societal drivers take hold over the next several years, Carrefour City will be in a good position to capture the changing consumer. Therefore, RNG believes that urban fresh express stores will be a key growth format going forward.
This is simply an excerpt from more in-depth analysis of this format. To read that article, Click Here