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Setting out his vision for how Carrefour can adapt its model and organisation ‘to be the world leader of the food transition for all’, the retailer’s chief executive, Alexandre Bompard, has launched the Carrefour 2022 transformation plan.

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As Carrefour and Leclerc discuss online developments in Poland, we look at the two retailer’s contrasting views on the channel’s short term development in the country.


Carrefour beta tests marketplace



Carrefour has launched the beta version of its online marketplace in Poland. The store will massively increase the size of its range enabling both it and third-party retailers to sell through the site. Shoppers using the site will be able to have orders delivered to home or made available through click and collect counters in-store.



Carrefour said that products that are successful online could be added to its in-store ranges, especially its hypermarkets. The site will enable Carrefour to collect data on shoppers, their buying preferences and help it to better target in-store ranges as it looks to make stores more appealing to shoppers. The launch of the marketplace in Poland builds on Carrefour’s growing online skill and scale in the country, which has been expanded to carry new products and cover more cities in recent months.



Leclerc cautious about online prospects



Meanwhile, in an interview with Wiadomosci Handlowe Leclerc Poland’s chief executive, Jean-Philippe Magre, said his company is more cautious about online’s prospects in the country. Magre feels demand for ecommerce is not as established as it is elsewhere in Europe, but noted that Leclerc will develop an ecommerce solution at some point. The process to unify all its stores and develop a process to operate online is expected to take two years.



11 of Leclerc’s stores in Poland operate some sort of online solution, with more likely to launch an offer soon. Magre says that the direction of travel is inevitable and that shoppers will increasingly want ecommerce solutions as they will want the convenience and choice about where they shop.


Carrefour France has unveiled its new last mile solution: crowdsourced delivery.

Innovative last mile solution

Last mile accounts for most of the costs associated with ecommerce fulfilment. Carrefour has debuted a new delivery solution: Merci Voison, which translates as ‘thanks neighbour’. In the scheme, Carrefour customers can have their online orders delivered by other customers. The customer couriers receive a small fee for their services and are rated after each delivery.

Following success in Belgium

Carrefour Belgium has been using a similar model in collaboration with Bpost. Using couriers based on location, it has expanded throughout most of the country in the last year

It’s not the first time we’ve seen retailers crowdsource deliveries. Earlier this year, Walmart identified that the location of associates’ homes was very closely aligned with the typical delivery area for its ecommerce orders and has begun testing employee deliveries.

CEVA Logistics wins major Carrefour delivery contract.

Catering to Paris

Carrefour has chosen CEVA to handle all deliveries of soft drinks and dried foods. Initially centred around Paris, CEVA will deliver to almost 60 stores every day. From its 3,600 sq m facility near Paris’ Charles de Gaulle airport, CEVA is also handling Carrefour’s reverse logistics, including removing packaging and cartons post-delivery.

Understanding Carrefour

CEVA’s MD for France, Robert Plent, commented: "Key to the success is to understand the way Carrefour and the stores operate. We permanently adapt our processes in order to deliver the best value to the stores. They like the entrepreneurial spirit and a swift decision-making process and this means we can design solutions for them which can be effective immediately. This includes challenging each other with concepts and ideas which will improve their business for the long-term. It also opens the potential to introduce other value-added services in the future".


Learn how click and collect is developing in the UK, France and the US, and how you could create a seamless omnichannel experience for your customers.
Growth in the online channel in France has been fuelled by click and collect and drive services. The switch in shoppers’ buying habits represents a transformational shift in the way they interact with retailers. Looking to benefit from the volume opportunity that the channel presents, Carrefour is on a journey to develop a profitable online fulfilment model, rather than merely adding scale.
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