CarrefourSA

Market
Parallel to developments throughout the world,
the retail sector has continued to grow in 2014.
This powerful rise has taken place along with
world commercial developments that are changing
consumer habits.
Turkey’s consumer potential and large young
population, as well as growing urban populations
and income levels in conjunction with this
powerful economic growth, makes the retail foods
sector especially attractive.
The rapid, steady development in the organized
retail sector that began in the early 2000’s has
both proceed parallel with and supported the
growth of the country. As the sector grows, it
has directly and indirectly increased employment,
contributed to lowering inflation with its
competitive price structure, had a leverage effect
on the rising power of the recorded economy,
enlivened the domestic market and become a
veritable magnet for foreign investment due to its
intimate relationship with other sectors.
From the standpoints both of population and
consumer spending, the Turkish retail sector
displays important potential in Europe in general.
Compared to European countries, Turkey’s permillion market share shows that the retail food
sector is the market with the greatest growth
potential among countries in the region. From
the standpoint of consumer spanding, Turkey’s
retail sector, the 7th largest in Europe, is 5th in
food spending and 8th in non-food spending. In
addition, the Turkish retail food sector is expected
to grow by an average of 6% by 2018, along with
the growth performance of the general economy.
Bringing in 302 billion USD in 2011, the Turkish
retail sector is expected to reach an estimated
421 USD in 2015, with a yearly growth of 10% by
2016.
Achievements
In 2014, CarrefourSA opened 127 new stores.
Reaching 333 stores throughout the country last
years, it showed an increase of 20%, to 3 billion 1
million in revenue.
With the SAP project, launched to transform its
information technology infrastructure, CarrefourSA
received the “SAP Transformation Project of the
Year” award in the 2014 SAP Turkey Quality
Awards.
In 2014, CarrefourSA adopted a new slogan,
“Ne Lazımsa CarrefourSA,” (A play on words
with the meaning ‘Whatever You Need, it’s at
CarrefourSA), which highlighted its warm, friendly
and consumer-friendly identity as well as its large
selection, in a friendly language. The he muchloved music from the award winning film “Neşeli
Günler” gave the commercial staying power in
the minds of the public, and achieved significant
consumer returns. Focusing on its communications
in 2014, CarrefourSA took an effective step down
the road toward becoming the destination for
friendly, fun and high-value shopping.
History
The Carrefour Group, with over 10.000 markets
in 34 countries and 350.000 employees, is the
world’s second-largest retail chain. Laying the
foundations of modern retailing in France with its
first market on June 15,1963, Carrefour introduced
the hypermarket concept to Turkish consumers
in 1993 with its first market in Istanbul’s İçerenköy
district.
In 1996, Carrefour entered a joint enterprise
with one of Turkey’s largest groups, Sabancı
Holding. Taking the name CarrefourSA, it opened
its first market a year later in Adana. In 2006, it
strengthened its presence in the sector with the
purchase of the Gima and Endi market chains.
Spreading its network of markets with these
purchases, it especially increased its presence in
Anatolia.
With the stock change in 2013, management
passed over to Sabancı Holding, and in keeping
with the new strategy, it made a 165 million TL
investment in areas such as human resources,
technological infrastructure and market concept.
Today, CarreforSA serves different customer
segments with its Hiper, Super, Gourmet, Mini
and E-Commerci concepts. Restructured in 2014
with the goal of appealing to different expectations
and customer segments, CarrefourSA employed
its “From the Field to the Table,” “From the Sea
to the Table” and “From the Bread to the Table”
initiatives to maintain the priority of offering
customers the highest quality, freshest products at
an affordable price.
With 27 Hipermarkets, 175 Supermarkets, 22
Gourmet Markets and 108 Minimarkets, totaling
373.000 m2 of sales space as of the end of 2014,
CarrefourSA, served 100 million consumers that
year with 8.000 employees.
Occupying a powerful financial position, aims
to continue growing, using its own resources to
easily evaluate all projects showing a potential
to grow and creat value, and in this way, to be
the preferred consumer destination for friendly,
pleasant and high-value shopping
Product
CarrefourSA markets sell more than 2.500
products under the Carrefour brand. With a
brand and formula owned by CarrefourSA, these
products are produced by providers carefully
selected by CarrefourSA according to high
standards of quality, and provide savings to the
customer.
In 2014, concentrating on the quality of its
rebranded products, it began collaborations in
the appropriate product groups. It launched more
than 100 new Carrefour-rebranded products in
that year, with innovation in many areas from raw
materials to production, packaging and storage.
The first products to undergo this renewal
process were Carrefour milk and dairy products.
CarrefourSA entered into collaboration with Tat
Gıda A.Ş. Sek Süt İşletmesi, whose milk and dairy
product quality is well trusted. Beginning in 2012,
the export of Carrefour brand products continued
in 2014, to Egypt, Georgia, Greece, Jordan, Romania
and the United Emirates.
Recent Developments
CarrefourSA has opened 127 new markets, for a
total of 333 markets throughout the country. Sales
have increased by 20%, reaching 3 billion 1 million
TL in revenue.
It revamped its market concepts according to its
customers’ needs. With its Hiper, Super, Gourmet,
Mini and E-Commerce formats, it aimed to
provide the most appropriate service to differing
customer segments.
Localizing its existing IT structure, it transformed
into a flexible infrastructure able to support
scientific retailing and quick business decisions.
In 2014, created the slogan “Whatever you
need, it’s at CarrefourSA” which highlighted
its warm, personable, friendly and consumer
friendly identity, and concentrated on its brand
communication projects.
By developing the “From the Field to the Table”
project, it adopted the fundamental principle of
offering fresh foods of the highest quality at the
most affordable prices.
In 2014, concentrating on the development
of Carrefour brand products, it adopted new
practices in many areas from raw materials to
production, packaging and storage.
It established mandatory occupational training
with its newly-founded “CarrefourSA Academy,”
providing training at all levels from upper
management to field management.
With regular donations through its “Food
Banking Project,” it helped meet the needs of
citizens in need.
Carrefour’s “Clean Environment Unhindered
Life” project collected 23 tons of waste vegetable
oil in 2014. The 1.253 tons of brand-name
packaging collected that same year were sent
to the Foundation for the Protection of the
Environment and Reclamation of Packaging Waste
(ÇEVKO).
Promotion
One of the leaders in Turkey’s modern retail
sector, CarrefoufSA continued to offer its
customer-oriented portfolio of products and
services, gaining customer approval with its
affordable price policy and powerful marketing
activities.
In 2014, created the slogan “Whatever you
need, it’s at CarrefourSA” which highlighted
SUPERBRANDS
its warm, personable, friendly and consumer
friendly identity, and concentrated on its brand
communication projects.
The “Whatever you need, it’s at CarrefourSA”
slogan emphasized that whatever the customer
needed, they could find it at CarrefourSA. The
he much-loved music from the award winning
film “Neşeli Günler” gave the commercial staying
power in the minds of the public, and achieved
significant consumer returns.
In 2014, CarrefourSA supported special seasonal
communications projects for days-seasons like
Mother’s Day, Father’s Day, Ramadan, Back
to School, New Year’s and more, with brand
communications, and forged an emotional bond
with consumers.
Through a sponsorship agreement with the
Turkish Football Federation, CarrefourSA took on
Retail Suppliership for the National Teams.
In 2014, CarrefourSA continued its “Shop in
Shop” applications, which create value through
the privileges they offer customers. One of these,
the CarrefourSA Beauty Shops, offers female
customers a wide variety of products and services,
from skin care to makeup as well as advice and
guidance from beauty specialists. CarrefourSA
plans to increase the number of Beauty Shops in
its Hypermarkets in 2015.
Brand Values
Undertaking important projects in order to create
environmental awareness, ensure productive
and economical use of resources, and leave a
livable natural environment to future generations,
CarrefourSA takes an environmentally-conscious,
sensible and responsible stand with its products
and activities.
Concurrent with its policy of sustainable
development, Maltepe CarrefourSA Shopping
Center signed an agreement to use eco-friendly
photovoltaic batteries capable of producing
11 kw/h of electricity on its roof. Installation is
scheduled to begin early in 2015, and will save
around 110.000 TL in electricity costs per year.
The CarrefourSA Hipermarket located in
Maltepe Park Shopping Center has signed
an agreement as part of an integrated waste
management plan. Preparation for the plan and
waste areas has begun; the project will begin
working in 2015.
A Member of the Foundation for the Protection
of the Environment and Reclamation of Packaging
Waste (ÇEVKO), CarrefourSA is a sector leader
in the reclamation and reuse of packaging waste.
Voluntarily displaying the ÇEVKO logo as well as
recyclable packaging types, CarrefourSA is also
a leader in its decisive steps taken to raise an
environmentally conscious generation, providing
waste package information for 1.253 tons of name
brand packaging waste, which it sent to ÇEVKO,
which is authorized to recycle such waste.
Carrefour’s “Clean Environment Unhindered
Life” project collected 23 tons of waste vegetable
oil in 2014. Through the project, created with
support from the Ministry of the Environment
and City Planning, the Ministry of Family and
Social Policy and the Turkish Environmental
Protection Foundation, CarrefourSA returned
environmentally damaging vegetable oil wastes
for recycling. Proceeds from the project were
donated toward meeting the needs of disabled
citizens.
The Food Bank Project, started in 2014 through
a collaboration with the Beyoğlu Branch of the
Red Crescent and the Beyoğlu Municipality
Directorate of Social Assistance Affairs continued.
Through the project, products unable to
be displayed because of excess production,
approaching expiration date or packaging error
but still perfectly safe to consume, were stockpiled
and delivered to people in need.
In this way, regular donations by CarrefourSA
both helps meet the needs of citizens unable to
sufficiently feed themselves because of economic
or other problems, and prevents products going
to waste.
In one year, food and non-food items donated
to the Beyoğlu Social Market reached 25.000
needy citizens every month.
www.carrefoursa.com
THINGS YOU DIDN’T KNOW ABOUT
CarrefourSA
›CarrefourSA, made its first profits in five
years in 2014.
›The first CarrefourSA Hipermarket was
opened in 2013 when most of its stocks
passed over to Sabancı Holding.
SUPERBRANDS