CARREFOUR - 2014 annual activity and responsible commitment report

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JOINT
INTERVIEW
Patrick Mal
Hypermarket
director
“The customer
experienceand
the customer
pathguidedour
entireproject.”
What was the guiding
principle for
the renovation?
Ludovic Boudet:
The shopping centre
renovation was based
on the close ties and
the relationships that we
have established with our
customers over the years.
Based on the central
theme “A sense of
family”, we wanted
to create an inviting,
modern and colourful
environment that
appealed to all of
our customers, both
children and adults.
Patrick Mal: We
reconfigured every
space and redesigned
every parameter
(including design,
materials, lighting and
signage) to offer greater
comfort and accessibility
to our customers. This
has been achieved
everywhere, from arrival
to check-out, from the
car park to the shops.
What was
the end result?
P.M.: The result was a
harmonious and inviting
shopping centre and
hypermarket, colourful
and well-lit with excellent
traffic flow, minimal
waiting time at check-out,
as well as spaces and
departments that
encourage customers
to shop.
L.B.: Everything was
done so that each
customer feels welcome
and completely at ease.
The product mix was
modernised, the shops
are more visible and we
created a number of lively
and entertaining areas,
equipped withWi-Fi
hotspots, where
our customers can chat,
work or enjoy a drink.
How have customers
responded?
L.B.: Feedback has been
very positive. There has
been real enthusiasm and
an increase in store traffic.
Shopkeepers aredelighted
to have a more appealing
shopping centre.
P.M.: And our employees
are very pleased to work
in such an attractive
environment. You can
feel it in the energy
and enthusiasm shown
each day.
AN ECOSYSTEM
TO BENEFIT
CUSTOMERS
With thecreationof Carmila,
Carrefour has enhanced the
dynamicsof its commercial
ecosystemby simultaneously
renovating its shoppingcentres,
storesandcar parks. Thishas
resulted in friendlyandattractive
centres that offer comfortable sales
areas, attractiveandconnected
retail environments, andservices
best tailored tomeet customer
needs. Proof of this is the recently
renovatedNiceLingostière
shoppingcentre inFrance.
DIDYOU
KNOW?
Carmila was formed
by Carrefour and
investors in 2014
to enhance the
shopping centres
adjacent to Carrefour
hypermarkets in
France, Spain and Italy.
With 180 sites at
year-end, it combines
the full range of
expertise needed
to enhance the appeal
of these shopping
centres, including
marketing, centre
management,
sales and portfolio
management.
Carmila relies on
Carrefour Property,
a wholly-owned
subsidiary of Carrefour
that owns store
buildings and car parks,
to develop a quality
customer path and
a renovation/expansion
programme in relation
to the stores.
More information on
Ludovic Boudet
Shopping centre
director
“Theshoppingcentre
andthehypermarket
mutuallyenhance
theirappeal.
It’savirtuouscycle.”
ANTICIPATE GROW RENOVATE
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