Carrefour’s plans in Spain: more Supeco stores and solar panels on parking lots
Carrefour is deepening its strategy to compete on price with discount distribution operators, in which companies such as Lidl and Aldi are successful. The French group has launched this Tuesday its new strategic plan at global level, valid until 2026, and in which it contemplates annual investments of 2,000 million euros, almost 18% more than in its current strategy, in addition to a cost-cutting plan for 4,000 million until that year.
The main lines at the global level include an even greater commitment to its own brand. Carrefour, which for years has been showing off its commitment to a wide assortment of private label products, as opposed to other formats that prioritize private labels, seems to be moving more towards the latter approach. By 2026, it is aiming for 40% of its grocery sales to come from its own-brand products, up from 33% at present. In recent months, this percentage has increased by three points due to the inflationary context, which has led customers to look for cheaper alternatives.
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In this line, the French group will make a firm commitment to expand its discount formats: it will open 200 stores of its Atacadão supermarkets in Brazil, which will almost double its current presence, and will launch a similar format in France in the fall of 2023.
A bet that is also coming to Spain. Carrefour wants to boost Supeco, its commercial format more focused on discount, with the opening of 80 new stores globally, to reach 200 in 2026. A good part of them will be in the country, where it already exceeds fifty, as it speaks of a development “particularly in Spain”.
In its latest results presentation, corresponding to the third quarter, Carrefour highlighted the progress it is making in the Spanish market, where it boasts “price leadership”, comparing itself with the “large distributors of the discount format”, something that is allowing it to gain share in the country.
The other major initiative to be undertaken by Carrefour in Spain will be the production of photovoltaic energy. The group plans to install and operate 4.5 million square meters of solar panels in the parking lots of its stores in France, Brazil and Spain. To this end, it will seek a “partner”, and the goal is to reach an electricity production of one terawatt-hour (TwH) per year from 2027.
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Boosting e-commerce
Turning to global targets, Carrefour has confirmed its intention to reach €10 billion in merchandise value sold (GMV) through its online channel. The company has the “ambition to be a world leader in digital retailing”, and has ambitions for 30% of its customers to be omnichannel, i.e. to shop both physically and digitally. To achieve this, it will focus on personalized offers, technological solutions and the digitization of more processes. At the physical level, it will prioritize convenience store openings, mostly franchised, with a plan to open 2,400 new points of sale.
It has also announced the creation of a joint venture with Publicis, in which it will hold a 51% stake, to become leaders in retail media. The initiative follows the creation of Carrefour LInks, a platform created for data analysis.
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“Today we are opening a new chapter in Carrefour’s transformation. The strategic plan seeks to go on the attack in markets that are marked by inflation and climate change. With this omnichannel model, Carrefour is the group best positioned to address customer issues and expectations,” explained group president and CEO Alexandre Bompard.
Source: https://cincodias.elpais.com/cincodias/2022/11/08/companias/1667912230_963309.html
