Diapositive 1

La visión de Carrefour para el futuro:
- La réinvención del hipermercado Carrefour Planet
José Carlos GONZALEZ-HURTADO
Director Ejecutivo Desarrollo Comercial
y de Marketing del Grupo Carrefour
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Before
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After
Multi-specialist
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ITH
TER
ANO
IIIT
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…
!N
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!
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EXPEN
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…
!!!!
TR
I
ED
TH
A
T.
THOUGHT.
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Compet i t or s
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Exper t s
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Suppl i er s
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HYPERMARKET
TURNOVER EVOLUTION
100
95.8
2000
2007
93.7
2008
91.7
2009
89.7
2010
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What to play ?
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How to win ?
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R&D
 OUT

 OUT

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50.000 Customers
survey
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Magbook
TONS
OF INFO
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Customer
Relevant
Carrefour
Legitimate
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They tols us
what to play
Organic
Fresh
Baby
Home
Multimedia
Beauty
Fashion
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Planet
algorithm
Cola secret
ingredient
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VERSUS YEAR AGO
# Clients
Turnover
-6.40%
-7.40%
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CLIENT EVOLUTION
SINCE 2006
100
99
102
100
99
98
100
100
97
96
94
91
91
87
89
89
95
91
90
87 87
86
84
74
2006 07
08
09
10 Planet 2006 07
El Pinar
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09
10 Planet 2006 07
Mostoles
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09
10 Planet 2006 07
Vénissieux
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09
10 Planet
Mt St Jean
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CLIENT
VERSUS YEAR AGO
+13.3%
+9.7%
Since
openning
S1 2011
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Customer
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RESULTS
SATISFACTION
89%
94%
Customer
GLOBAL
SATISFACTION
FRESH PRODUCT
QUALITY
79%
PRICE IMAGE
92%
QUALITY/PRICE
RATIO
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From
generic
MDD
To
differentiated
MDC
« Marque de distributeur »
(private label)
« Marque de Carrefour »
(Carrefour Branded)
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Customer
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Customer
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