Carrefour to boost marketing spend

15 September 2009

PARIS: Carrefour will spend €600 million ($875m; £524m) on a variety of strategic initiatives ranging from marketing campaigns and price cuts to store redevelopments, as it seeks to position itself as "France's favourite retailer".

Over the period from January to June, the Paris-based firm's total sales fell by 4% in France, with its hypermarkets in the country down by 5.3% on a like-for-like basis.

Its chief executive, Lars Olofsson, recently argued that “there will be no lasting success if our base isn't strong. France is at the heart of Carrefour."

Earlier this month, the retailer launched a new advertising platform based around the slogan "Le positif est de retour" – "Positive is back" – in an effort to connect with consumers in its home market.

Alongside offering more discount products and family-friendly promotions like a "menu at €1 per person", Carrefour is planning to sell a broader array of organic and eco-friendly goods.

It also intends to increase the number of food items on its shelves at the expense of those from other categories, and closely align the stock available in individual stores with localised buying trends.

Gilles Petit, executive director of Carrefour France, said "the positive has been a key element in our identity for a number of years. This stance is symbolic of our determination to become France's favourite retailer."

"We are more determined than ever to provide our customers with concrete and innovative solutions to improve their quality of life."

Data sourced from Retail Week; additional content by WARC staff