Carrefour trials two new convenience formats

Leading European retailer Carrefour is trialing two new convenience formats in France: Carrefour City and Carrefour Contact.

If they are successful, they will be rolled out to Carrefour’s existing convenience store formats: Shopi, Marche Plus and 8 a Huit and to existing and potential new franchisees.

Carrefour Group told Global Convenience Store Focus: “The trials will last at least six months. It’s only after the trial period that we’ll draw up the balance sheet and decide on the continuation to be given to the project.”

Carrefour City is Carrefour’s new convenience format for urban areas.

Carrefour Group describes it as an “innovative city centre store” with a product offer adapted to busy, urban shopper needs. It offers extended opening times, between 8:00am and 12pm, depending on the location; food-to-go and groceries for everyday needs.

The first Carrefour City store opened in Paris last month, followed by a second store in Nimes. The third pilot opens tomorrow (4 February) in Avignon. A second Paris outlet will open in the spring.

Carrefour Contact stores are located on the outskirts or in the centre of small towns and villages. They offer a selection of everyday essential food items with a broader range of fresh produce and a butcher’s counter.

According to Carrefour Group, the stores allow customers to shop for pleasure or for last-minute essentials.

The first two stores opened in November 2008 in Antrain and Verson. A further two were opened last month (January 2009) in Therouanne and Fauville-en-Caux.

Both Carrefour Contact and Carrefour City stores stock a range of Carrefour’s own label ranges including Bio, Sélection (gourmet foods), Baby, Kids, Light, Solidaire (fair trade) and Ecoplanète (eco-friendly). Shoppers will also be able to use the Carrefour loyalty card in both stores.

Convenience is the star-performing format in the Carrefour business. In the fourth quarter of 2008, like-for-like sales in convenience increased by 2.1% compared with the same period in 2007, while its hypermarket format declined by 3.3% and hard discount format fell by 3.9%.

The new convenience formats are being developed as a part of the retailer’s wider strategy for a multi-format single brand.