Carrefour on the French soil
Carrefour, a France-based international hypermarket chain, is one of the largest of its kind with 1395 hypermarkets and ranks second in the world in terms of revenue. Started in 1959, it is now present internationally in locations as diverse as Europe, Argentina, Brazil, China, Taiwan, and Colombia and the Dominican Republic. This hypermarket chain has had quite a journey from its first store in Annency, to stores even in North Africa and Asia. Created by Marcel Fournier, Denis Defforey and Jacques Defforey, the original stores have grown into a hypermarket chain
The Carrefour group can be credited as the first group in Europe to open a hypermarket, a large supermarket and a department store, all under the same roof. Carrefour has a host of hypermarkets, supermarkets, convenience stores and cash and carry outlets in its basket.
In the UK, Carrefour had several hypermarkets until the 1980s. Later, they were converted to Gateway Superstores and presently, many of the old Carrefour stores are branches of ASDA. Some of Carrefour's products are distributed in the UK through Ocado.The Carrefour market in France is the epitome of a staff-friendly workplace. Customers can also take advantage of Carrefour Card benefits throughout the network in supermarkets, hypermarkets and other outlets of the brand. As its success is based on the talent and motivation of its staff, it plans to redesign its organization, and create new relationships between head offices, countries and stores.
As it is based in France, the group's main priority is also its home country. It is taking initiatives to regain its leadership in France and generate growth by developing its multi-format model, increasing convergence and giving fresh impetus by enhancing sales growth, price competitiveness and price image. It plans to give additional importance to Spain, Italy and Belgium that make up the "G4" countries along with France. It plans to engage in innovative practices in terms of supporting farmers and producers.
Carrefour will prioritize selling fruit and vegetables grown in France in all its stores in order to support farmers to face the economic climate; this move is expected to provide a boost to fruit and vegetable consumption. In 2006, Carrefour set up the "Carrefour Guaranteed Partnership", that enabled French producers to maintain their business in the long term, provided them with a guaranteed volume of orders per year with the help of campaigns. As a follow up, in 2011, more than 400,000 tones of produce were covered by this partnership with about 500 groups of French producers. In 2011, Carrefour generated sales of Euro 44.6 billion; it is devising and implementing an action plan with the objective of attaining higher sales in the year.