carrefour - 2015 annual activity and responsible report

8/16/2019 Carrefour - 2015 Annual Activity and Responsible Report

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2015 annual activity and responsible commitment report

UNIQUE AND MULTIPLE


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02 LEADERSHIP AND AGILITY04 Interview with Georges Plassat

Chairman and Chief Executive Officer

07 2015 overview

22 SHOPPING CONVENIENCE AND ENJOYMENT 24 Combining convenience and enjoyment

26 Good products at the best price

28 Fresh and local

30 New habits and long-term trends

32 Everything under one roof

34 Services to make day-to-day life easier

36 Product innovations

38PROXIMITY

AND MULTI-LOCAL

40 Getting closer to customers

42 France

43 Belgium

44 Brazil

45 Argentina

46 China

47 Taiwan

48 Spain

49 Italy

50 Poland

51 Romania

52 A multi-local group

53 International partnerships

54 OMNI-CHANNEL AND CUSTOMER EXPERIENCE 56 The customer at the centre

of the Carrefour ecosystem

58 A new world of in-store services

60 New banners, new ideas

62 Solutions for connected customers

64 Services for all habits

66 A personalised relationship

68 EXPERTISE AND NEW TALENT 70 Doing our job well

72 Over 120 professio ns open to all

76 Local recruitment

78 Ensuring equal opportunity and diversity

80 Sharing and developing expertise

82 Working life quality as a driver for progress

84 COMMITMENT AND PERFORMANCE 86 Innovating for a sustainable business

88 Sustainable commitment with suppliers

90 Quality and safety

92 Biodiversity challenges

94 Consuming properly, wasting less

96 Solidarity through food

98 Financial overview

100 Stock market overview

102 Governance

CONTENTS

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LEADERSHIP AND AGILITY

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“In 2015, Carrefourbecame fully multi-formatin every country in which

it operates.”

What changed for Carrefour in 2015?

2015 was a good year for the Group, which demonstratedconsistency in its performance: our sales and incomeincreased for the fourth consecutive year. This affirms ourchoices and our model, and shows the solid momentum theGroup has enjoyed since 2012. Of course, these resultswere achieved thanks to our 380,000 employees: the menand women of Carrefour showed, for yet another year, theirremarkable commitment to serving our customers and Society.This financial year also confirmed the Group’s strong focus onfood. Our expertise in fresh produce with a high qualityof service, is a key asset. What really changed for us in 2015was the scale of the transformation that the Group undertook

based on two ideas that brought us closer to our customers’expectations: a large number of convenience stores and amove toward an omni-channel business.

GEORGES PLASSATChairman and Chief Executive Officer

INTERVIEW

An important milestone was achieved in 2015: Carrefourbecame fully multi-format in every country in which itoperates, with the launch in China of the first Easyconvenience stores.This change comes with a direct result: the centre of gravityof our network of stores has shifted increasingly towardconvenience formats. For example, in France, the inclusionof the Dia store network contributes dramatically to thischange. Without a doubt it is one of the most importanttransformation efforts that the European market has seenin recent years in terms of the number of points of sale.We are carrying out this ambitious task at a steady clip,with more than 40 store conversions each month. It’s atestament to the intensity of effort and the mobilisation ofour deployment teams.The second major transformation for Carrefour in 2015 wasthe gradual migration of the entire Group toward anomni-channel model, which, without being intrusive, consistsof offering our customers quick and effective solutions at anypoint in their shopping experience in order to meet all theirneeds.This is why we are making investments that will provide uswith more responsive IT infrastructures. By improving ourback office through the simplification and development ofIT systems architecture, we have gained in efficiency andpreparedness when it comes to processing data on a largescale. This development is focused primarily on our systems,but it will also involve the progressive equipping of our storesand of our employees in order to improve interaction withcustomers.The overhaul of logistics in France to fit the multi-format

and omni-channel model, and the creation of an inte-grated logistics system in China that serves small storesand e-commerce in particular, are all part of the samecomprehensive approach.

Is the customer a factor in the changesto your business?

Certainly. Consumers are changing their lifestyles dueto increasing urbanisation and extended life expectancy.What has been the most significant is the surge in new dietarytrends, including vegetarian, gluten-free and home-madediets. Customers are demanding fresh, organic, locally-pro-duced foods and are looking for more convenience, convivialityand quick service.This is the strength of a multi-format Group: to be able tocontinually adapt to all types of customer. Let’s take organic

products, for example: Carrefour was a pioneer by sellingloaves of organic bread in its bakery departments in 1992.That gave us a head start, and today we are the leading seller

“Digital technologymarks a return toa focus on serviceand puts thecustomer backat the centreof our business.That suits us well,because it’s inour DNA.”

of organic products in France. Similarly, we have been workingon specific own-brand product lines, launching CarrefourVeggie, the first range devoted to vegetarians. We will continuewith this differentiation effort through our offer and ournetwork.

How do you take these new types of usageinto account in your commercial model?

We have become more agile. The de centralisation and trans-

formation of the company’s organisation has freed up

initiatives. That puts us in a position to work with new talentmore. We are supporting the development of start-ups that

can design new products and services with us, by trying outnew partnerships.

This is how we continually enhance our offer and refine ourconcepts so that we can take into account consumer expecta-

tions, catchment areas, and the overall economic situation:Easy in China, our Bio, Contact, and Bon app! banners and the

development of City in train stations and airports in France,

Market Gourmet and H24 openings in Italy, the developmentof Atacadão throughout Brazil, and the new spaces in our

hypermarkets that have very recently been set up in Belgium,Spain, France and Italy.

The acquisition of Rue du Commerce was made in the samespirit. It’s a laboratory that allows us to consolidate our

expertise and exposes us to other practices, such as those of

a marketplace, which present major potential for expandingour product ranges to complement our offer. Carrefour is

working more and more in a lab mindset.

Where exactly are you when it comes to digitaltechnology and e-commerce?

In our mature economy, digital technology marks a return

to a focus on service and puts the customer back at the centreof our business. That suits us well, because it’s in our DNA.

In all the countries in which we operate, Carrefour’s digitaltransformation is already underway.

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2015overview

“Carrefour is wellpositioned to harnessthe full potentialof the omni-channel

approach.”

Everywhere, we’re developing food and non-food e-commerce

offers. Everywhere, we are working on the offer and productfamilies and ranges in order to identify possible opportunities

for online retail. Everywhere, we have implemented a

solid approach to digital marketing and social-networkcommunications.

These changes run parallel to a new mindset: the corporateculture is growing with more initiatives, more risk-taking,

more testing. Digital technology contributes to freeing upavailable information and removing barriers from our

practices. This is indispensable if we want to attract the best

talent of the future, because just as customers are changing,our employees are changing too.

How do you see your various markets evolving?

Our balanced country portfolio is a major asset. Our historicalmarkets in Europe and Latin America are doing well. Allthe European countries are growing, which confirmsthat Europe has again become a main base for Carrefour.In Latin America, we are strengthening our position as aleader in food retail both in Brazil – our second-biggestmarket – and in Argentina. In Asia, we saw renewed growthin Taiwan, and in China we are adapting to the changes in thelocal economy, like many other players. We are adjusting ourmodel for regional organisation, logistics, and local sourcing.In this country just as in others, we are thinking long-term.We intend to play a consolidating role in these markets.We also moved forward with tactical acquisitions, which

helped to reinforce organic expansion, consolidate our multi-format position and enrich our know-how. This was the casewith the acquisitions of Rue du Commerce in France andthe Billa network of supermarkets in Romania. And with ourpartner CFAO, we took our first steps into Africa, in Ivory Coast,to prepare for the future there.

Today, how do you reconcile corporate responsibilitywith business performance?

Our stores, suppliers and NGOs are established and involvedin their regions. All of them contribute to their social andeconomic development.Over time, we have formed partnerships and made commit-ments to combat all types of waste, improve energy e fficiency,encourage the preservation of biodiversity, and contributeto solidarity. The Carrefour Foundation, which is dedicated

to solidarity through food, offers its support everywhereit believes it’s necessary. It’s a progress and investmentstrategy for sustainable business.

What are your priorities for this year?

I have four main priorities for our teams in 2016. In terms of

merchandise, I want us to keep working on our food offer.It’s our strength and is rooted in the Group’s culture. We should

also refocus our non-food offer, on what is permanent, seasonalor event-oriented.

As regards our assets, Carrefour’s real-estate management

has been greatly professionalised over the past three yearsand we have been able to bring back modernity, comfort, and

suitability to the commercial offer around our stores. At many

of our sites, we started large-scale real-estate projects thatwill shape the future of our trade. The synergies between ourhypermarkets and the Carmila shopping malls are going to be

used to enrich the customer experience. The transformation

work which has already begun will continue to move forward:conversion of Dia stores, incorporation of compact super-

stores in Spain, and the development of Rue du Commerce.In terms of finance, we are going to maintain a sensible,

sustainable investment strategy. Our financial discipline allowsus to ensure that our performance is steady and strong, and to

satisfy the confidence of our shareholders.Finally, one of our priority actions will be to emphasise

employee training in order to boost their professional expertise,

and help them along in learning how to deal with the use of newtechnologies, which will be an integral part of modern retail.

To summarise, we have a solid, promising business modelwith significant growth potential. I have the strong belief

that Carrefour, a multi-format, integrated Group that

has an excellent territorial network, is well positioned toharness the full potential of the omni-channel approach in

the countries in which we operate.



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Supporting customermobility

Because usage today is increasinglymobile, Carrefour supports its customers’travel habits and is opening new storesin high traffic-density areas.Carrefour banners are flourishing inmetro and railway stations, like Xi Ke,

opened in Taiwan in 2015 at the exit ofthe Xi Ke station, and the multiplehypermarkets in Shanghai’s metrostations. Customers are also able totake advantage of Carrefour productsand services while travelling by stoppingat stores in petrol stations, on majorroads and in town centres, thanks topartnerships with oil companies,including those between Express andCepsa in Spain and 8 à Huit and BP inFrance.After operations in Italy’s Bologna andMilan airports in Italy, Carrefour alsounveiled its first City store at France’sParis-Orly airport in 2015. With asurface area of nearly 200 sq. m., it isopen from 6 am to 10 pm, seven days

a week and offers 2,600 productsspecially selected for travellers, visitorsand airport staff and partners.

Stores transformed in France

With the acquisition of the Dia retail network in France at the endof 2014, Carrefour significantly accelerated its multi-format strategyin the country. The transformation of the stores began in April 2015with the reopening of the Biarritz store under the Contact banner.

By the end of the year, 158 stores had been rebranded under the Market,City, Express, Contact or Bio banners, to the enormous satisfactionof customers.

Opening of the first convenience stores in China

In addition to the 228 hypermarkets in China, Carrefourinaugurated its first convenience stores in the country

during 2015. These first eight stores, under the Easy banner,are open from 7 am to 10 pm throughout the year, and offernearly 5,000 products to satisfy every day-to-day need.

The vitality of convenience offeringsShrewd and practical, Carrefour banners are multiplying inevery country where the Group operates, with well-thought-out offerings that cover all of our customers’ daily needs.In 2015, Carrefour continued to develop its convenience storeswith, for example, 168 new stores in Spain and 108 openingsin Poland. Following the inauguration of the first Express storesin Brazil in 2014, a further 17 new stores were opened inthe country during 2015. Carrefour is also rolling out newformats to meet the expectations of its customers. In France,the Bio and Bon app! banners are gradually being establishedin town centres to respond to new demand.

Multi-format expansionto increase convenience

The developmentof convenience stores

In 2015, Carrefour boosted its multi-format modelwith a focus on the development of conveniencebanners. This included renovating stores andexpanding and developing new formats. By the endof 2015, the Group had 7,181 convenience stores,including 1,070 new stores.




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A market atmospherein the new Market

Carrefour is renovating its supermarketsby adapting its offering to the local area in everycountry where it operates. The new Marketstores, which are located in both urban and ruralareas, combine convenience, fresh produceand everyday goods. New lighting, updatedfurnishings, strengthened teams, localproducts, additional services – everything

is designed to seduce customers and enhancethe offering, like the renovated stores in Italyand Belgium and the new stores in France.

Acquisition in Romania

At the end of 2015, Carrefour signed an agree-ment with the Rewe group to acquire 86 Billasupermarkets located throughout Romania, witha total sales area of 83,000 sq. m. This acquisition

will enable Carrefour to become the leadingsupermarket operator and will strengthen themulti-format offering in the country.

Development of Supeco banner

In Spain, the Supeco banner, the family cash & carry, now numbers 14 stores.In 2015, four new stores opened their doors, including in Alcorcón (Madrid region),

which welcomed its first customers at the end of September. The store has a surfacearea of 1,700 sq. m. and offers more than 4,500 products at very competitive prices.This economy supermarket banner is also being tested in Brazil and Romania.

A facelift for Bairro

In Brazil, the first Bairro supermarkets wererejuvenated to offer customers a warm, friendlyshopping experience in modernised spaces.

The dynamism of supermarket banners

In 2015, Carrefour continued to reinvigorate itssupermarkets through sustained developmentand the renewal of some concepts.Nearly 400 new stores were opened under the Market,Bairro and Supeco banners, bringing the total numberto 3,462 supermarkets by the e nd of the year.

LEADERSHIP AND AGILITY / Multi-format expansion to increase convenience



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LEADERSHIP AND AGILITY / Multi-format expansion to increase convenience

New customer experiences

In every country, hypermarkets are full ofnew concepts and new offerings to help make

customers’ shopping experiences easierand more enjoyable. New spaces and special-ist shops are now available to customersin Carrefour hypermarkets.The fragrance and textile departments havebeen fundamentally redesigned, the selectionof organic products has been further enhanced,and new areas have been introduced: burgerand tapas bars, sushi and dim sum counters,or, as in the new hypermarket in Mons,Belgium, beer brewed on-site and coffeeroasted in-house. Among the innovationsavailable, Italian customers at the Carugatehypermarket in Milan’s suburbs can try outa Terre d’Italia restaurant, a 2,000-sq. m.regional market area and numerous con-nected screens. The digitalisation of storesalso enables customers to take advantage of

such exclusive, innovative services asShop&Go in Spain, Caya Ya in Argentina,and the roll-out of contactless payment.

Atacadão develops its network

With the opening of 11 new stores in 2015, the Atacadão wholesalebanner for individuals in Brazil continued its expansion at a sustainedpace, alongside a vast renovation programme. Nine stores were fullyrenovated in 2015, like the Salvador store, which reopened in Juneafter work to remodel and extend the sales area. With a presence nowin every Brazilian state, the banner has 122 stores and intends tocontinue this development trend over the coming years.

Seeking out new territories

In 2015, the Carrefour banner was introduced in three new countries.Carrefour’s international partners opened the first hypermarkets inArmenia (Majid Al Futtaim group), in Algeria’s new City Center shoppingmall at Bab Ezzouar (UTIC group), and in Ivory Coast (CFAO group).The latter store, located in Abidjan’s PlaYce Marcory shopping centre, was

inaugurated in December 2015 by the Republic’s President, AlassaneOuattara. It is the realisation of the first step in a development planfor eight African countries, agreed between CFAO and Carrefour in 2013.

Hypermarkets at the heartof a new urbanisation trend

The Carrefour group’s historical format, hypermarkets,are continually updating themselves to deliveran ever more innovative and attractive offering.At the end of 2015, Carrefour was operating a networkof 1,481 hypermarkets worldwide, including61 new stores.



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Dynamic, complementarycommercial environmentsCarrefour continues to modernise its assets to delivercustomers a more enjoyable shopping experience,offer them more services and reinvigorate the commercialecosystem, making stores, parking lots and shoppingcentres seamless.

Coordinated renovation

In 2015, Carrefour continued a programmelaunched in 2013 to renovate its assets in allcountries, with work carried out along theentire customer path. With support fromthe Carrefour Property and Carmila teams,the Group is investing in the modernisationof the shopping centres and parking lots

attached to its stores. This includes rede-signed access points, renovated petrolstations, new department layouts and newshops in shopping centres. Everything hasbeen designed to make shopping easier, morepleasant and more practical. Rooted in thelocal community and integrated within theirenvironment, stores have focused particularlyon the quality of customer reception and afriendly in-store environment. The renovationof stores makes it possible to consistently offercustomers an expanded range of products andinnovative concepts. In 2015, 80 shoppingcentres were renovated by Carmila andCarrefour Property in France, Spain and Italy.The trend is underway in every country:19 centres were renovated in Taiwan, 11 inBrazil, 10 in Poland, and 7 in Argentina. Theobjective is always one and the same:to improve the shopping experience for allcustomers.

New projects

Carrefour is pursuing a strategy of expansion, openings and acquisitions,in collaboration with its various entities and partners. The year 2015was particularly marked by the launch of expansion work on the Bourgesand BAB2 (in Anglet) shopping centres and by the laying of the corner-stone for the I Viali project near Turin. At the same time, Carrefour hasopened new centres, such as Siyuanqiao in Beijing’s Wangjing districtandLes Maourines in Toulouse. In France, Carmila has also acquired nineshopping centres, in Mont-Saint-Aignan, Sannois, Puget-sur-Argensand Thionville, the latter with 120 shops and a Carrefour hypermarketthat attracts 7.5 million visitors every year.

Hosting events in stores

and shopping centresWhen a Carrefour store is colourfully decorated for an occasion,the entire shopping centre gets involved by putting on eventsand offering complementary services.To offer visitors a unique experience and make their liveseasier, teams roll out joint initiatives between the Group storesand the shopping centre’s outlets.The development of synergies between the centres’ websitesand those of the banners, general sales events and sharedservices are growing, for the benefit of a ll.

> In France’s Toulouse region, the Labège 2 shopping centreand the Carrefour hypermarket created a drive service thatenables customers to collect purchases from different bannersin the centre at the same time from a single locatio n.

> In Romania, the release of the seventh Star Wars film,“The Force Awakens”, was used as the basis for an event aimedat customers in Carrefour hypermarkets and shopping centres.Interactive digital screens equipped with Kinect® technologywere set up in shopping centre walkways to give customersa chance to shop like real Jedis.


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Acceleration of non-foode-commerce

With the acquisition of Rue du Commerce,Carrefour is pursuing the operational imple-mentation of its omni-channel strategy forthe benefit of customers, offering a widerrange of products enriched by new categories.The development of the marketplace, whichalready has almost 800 sellers and 3 millionproducts in addition to fresh technicalexpertise, is enabling Carrefour to assert itsstatus as a major retailer in France’s non-foode-commerce industry.

New digital experiencesThe relationship between Carrefour and its customers isregularly enriched via an omni-channel approach. In additionto its multi-format store offering, the Group has a rangeof solutions for shopping online at any time, collectingpurchases in-store or at a drive, or having them delivered,as well as numerous services to make shopping easier,more efficient and even more fun.

Connected stores

To make it easier for customers to shop, the new generations of hypermarkets areembracing fresh technologies. Stores are equipped with digital walls, sensors to helpcustomers locate promotions, innovative multiservice terminals, and virtual mirrorsto share their fittings. In all countries, more and more initiatives are being launched,like in the stores in Mons (Belgium), Milan Carugate (Italy), El Pinar (Spain) andMonroe (Argentina). To promote shopping convenience and enjoyment, theseinnovative new solutions will bring life to the departments, which have also beenfundamentally redesigned around specialist spaces with specific ambiences:market halls, fashion boutiques, food professionals and so on.

Innovative services

Home delivery, drive, click & collect , automaticpick-up points, etc.: Carrefour offers its custom-ers a wide range of solutions for ordering, deliveryor collection. To achieve this, Carrefour is ableto rely on multiple advantages combining thedensity of its store network, the operational excel-lence of its teams, and the responsiveness of theInternet.Italy.Theclicca e ritira service continues to expand,with more than 240 points where shopping canbe picked up with in an hour or delivered at homewithin three hours.Spain. Mi Carrefour is an application that doeseverything. Carrefour customers can use it

to check their loyalty-point balance, use theirdiscount vouchers, create and consult smartshopping lists, check product information byscanning bar codes, and even locate their neareststore.Belgium. In summer 2015, Carrefour opened itsSummerdrive pop-up facility at Knokke for asecond season. When they order their shoppingvia drive.be, holidaymakers can then collect theirpurchases at the end of the day from the pop-upfacility or select home delivery via an electricvehicle.France. Carrefour has invented a connecteddevice called "Pikit", which allows customers todo their shopping at home. The service enablescustomers to prepare their shopping list online.Using the device, they can scan the bar codesor dictate the names of the products required.They can then complete and finalise theirshopping online and pick up their order a fewhours later from a Carrefour drive.



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Price and quality every day

In every country where it operates, the Groupoffers the best value for money to help customersstretch their budgets further while guaranteeingquality and food safety. Carrefour does thisby working closely with suppliers and producers,and by organising promotions and events inits stores: Garantie Prix le plus bas in France,Todo cuenta in Spain, Preciazos in Argentina orFaz a conta in Brazil: worldwide, all of the Group’sbanners are working to offer customers the bestvalue for money on a day-to-day basis.

An offering thatmakes a differenceThe attractiveness of its offering is at the heart ofCarrefour’s performance. The quality, variety, originalityand price-competitiveness all contribute to makingthe difference for customers. In 2015, Carrefourcontinued to innovate in order to provide an offeri ng

tailored to the expectations of each customer, combiningconvenience and enjoyment to satisfy everyone.

Discover and explore

Consumption habits are continually evolving. Carrefour has alwaysidentified trends to ensure that it is providing customers with an offeringtailored to their desires. Demand for o rganic products is growing, makingCarrefour the leading organic general retailer in France. Other trendsare emerging, such as the search for gluten-free and vegetarian products.In 2015, the Group also became the first French retailer to developan own-brand vegetarian range, Carrefour Veggie. In all departments,customers of Carrefour banners can always find innovative products,such as the new Hyba, Poss and Mandi ne ranges, designed by Carrefourteams.

A focus on fresh and flavourful

Stalls packed with fruit and vegetables, butchery, fishmongers,cut-to-order products, home-made products, and more:

the spirit of a market hall is being boosted in hypermarketsand supermarkets thanks in particular to the professionalismof our food specialists: fishmongers, delicatessen staff,butchers, vegetable sellers, cheesemongers, bakers andpastry chefs all select and prepare fresh produce and sharetheir expertise with customers.In addition, Carrefour is continuing to expand its offering,as with the 438 Carrefour Quality Lines sold by the Group. Fromkiwifruit to Beaufort cheese, all of our products adhere to verystrict specifications to guarantee quality and freshness fromthe producer to the consumer.

A range of services

Financial, insurance, travel, floristry, car rental, entertainment services, and more. Carrefour offers a rangeof services delivered by experienced specialists, available in store reception areas or dedicated spaces.Some or all of these services are available in each store, depending on its size and clientele. The comple-mentarity between Internet services, mobile apps and retail outlets also enables service quality andthe customer experience to be improved. In 2015, Carrefour developed its travel agency network CarrefourVoyages in France, with 11 openings during the year. It also pursued the development of its car rentalbusiness, which is now available in more than 740 stores.





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Commitments to sustainable commerce

Carrefour’s retail activities and economic modelare closely linked to the availability and capacityfor renewal of natural resources, as well as the qualityand quantity of agricultural production. The Groupintegrates these challenges into its activities,

and structures its action around three priorities:protecting biodiversity, combating waste andsupporting its partners in a responsible approach.

Saving energy in stores

As an official partner of the United Nations Conference on ClimateChange (COP21), held in Paris in 2015, Carrefour has set itselfan ambitious goal: to reduce its CO2 emissions by 40% by 2025versus 2010. This is part of a longer-term goal of achieving a 70%reduction by 2050.To accomplish this, the Group is focusing on reducing the energyconsumption of its stores and warehouses by 30%. This search forenergy efficiency includes, among other things, the installation oflow-energy lighting, giving priority to natural light, making use of lessenergy-intensive facilities, and sensors to more accurately measurethe various consumption sources. Since 2010, Carrefour has already

reduced energy consumption in its stores worldwide by 12%(1).(1)Persq.m.ofsalesarea.

Preserving biodiversity

Carrefour plays an active role in initiatives to reduce the environ-mental footprint of its activities and encourages its customersto consume responsibly. The Group is therefore committed toenhancing agroecology through the Carrefour Quality Lines,by developing agricultural practices that pay greater respectto natural cycles and limit the use of pesticides, antibiotics, etc..It is also expanding its offering of products from organic agri-culture to sustainable fishing, as well as products that do notcause deforestation. In conjunction with all stakeholders,the Group is supporting the goal of zero deforestation by 2020.To this end, 100% of the palm oil used in Carrefour-brandproducts now comes from controlled sources supported bythe Roundtable on Sustainable Palm Oil (RSPO).

Rethinking transportCarrefour intends to reduce its CO2 emissions linked to transportby 30% by 2025. To accomplish this, the Group is rethinking itslogistics models in order to reduce the distances between ware-houses and stores, to optimise lorry loading rates, and to encour-age the use of return journeys with suppliers. Carrefour is alsoseeking to develop alternatives to the use of diesel by employinghybrid vehicles and deploying a fleet of 200 lorries running onbiomethane in France, as well as offering customers in Shanghaielectric shuttles.

Recruiting and trainingfuture talents

Self-taught, experienced or recentlygraduated: Carrefour offers multipleopportunities for people from all back-grounds with more than 120 professions,which combine know-how, pleasure froma job well done and for meeting people,self-reliance, initiative and teamwork.The variety of professions and the prioritygiven to local recruitment make Carrefoura key player in its employment catchmentareas. Everywhere the Group operates,it gives preference to hiring as many local

staff members as possible and developinginnovative recruitment practices. Accrossthe entire Group, almost 91,500 people

joined Carrefour on permanent contractsin 2015.In order to create more opportunitiesfor contact, Carrefour partners with140 universities and graduate schools.The Group also encourages work-studyprogrammes, hosting thousands ofapprentices every year.



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SHOPPINGCONVENIENCE AND

ENJOYMENT


SHOPPING CONVENIENCE AND ENJOYMENT


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Combining convenienceand enjoyment.

Making day-to-daylife easier by offering choiceand quality, and turningshopping into an enjoyableexperience: this is what guides

our business as a retailerevery day.

Fresh produce,consumer goods,non-food items, nationalbrands or Carrefour brands,permanent or seasonal.We design a balanced rangefor each store that is tailoredto the local environment.

Much more than shoppingSince shopping punctuates our daily lives, Carrefour endeavoursto make it practical and efficient while also retaining a friendlyatmosphere to ensure that it is always a fresh experience.Offering the best choice and s tores tailored to every need,introducing an element of surprise, innovating with greatproducts and effective services: doing our job well meansresponding to the constraints everyone faces in terms of timeand budget, and offering a range of products and services that

really deliver and make life easier. It also means going furtherto make a difference. We innovate and test out new storeconcepts, fresh services and new products to provide a unique,enjoyable experience.

Responding to the diversity of profilesSince there is not one but a whole range of ways to consume,depending on whether you live in the city or the countryside,whether you work or are retired, are young or not-so-young,are single or part of a family, or are experiencing various lifestages, Carrefour designs a balanced range of products for itsstores and tailors each one to the local environment. FromBuenos Aires to Taipei, the product offering is adapted to ourlocal customers: fresh produce, consumer goods, non-fooditems, national and Carrefour brands, permanent andseasonal goods: each banner offers a special range and each

store is able to adapt its own range to satisfy the needs of localcustomers.

Always more fresh and local productsCarrefour focuses on fresh products in its stores. The wealthand variety of the offering reflects the expertise of our employees,who are passionate about their job and always on the look-outfor quality products, the best ways to prepare them and thebest recipes. Together, all of these food professionals bring thestore to life, ensuring that the shopping experience is lively andanimated. Carrefour always emphasises short supply channelsand local products. Nearly three-quarters of Carrefour foodproducts sold in our stores come from national suppliers.

Eat well at the best priceGuaranteeing the best value for money for all products andservices is something Carrefour is committed to on a day-to-

day basis. In addition to price, the Group is committed toensuring the quality, safety and traceability of its products.

This is a standard that is shared by everyone, employees andsuppliers alike, and it is omnipresent at every step. Consumingwell also means offering as many people as possible theopportunity to buy quality, healthy, balanced and sustainableproducts.

Innovating to surprise and delightWith new ranges, new products and new events and promotions,Carrefour is increasing its initiatives to appeal to customers.In-store, teams are coming together to showcase the latestbrand products and to animate the store by creating exclusivetemporary spaces, creative merchandising within departments,festive themed events, product tastings and more – the productoffering is celebrated everywhere. Stores and attached shopping

malls become places of discovery, where it is a pleasure to stroll,alone or with family, to boost your energy and do some shopping.


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Good productsat the best priceCarrefour’s commitment is simpleand universal: quality and price.Throughout the year, Carrefour worksto guarantee the best value for moneyon national brand products, and rolls

out a wide range of own-brandproducts, which are as affordable aspossible. By organising promotionalcampaigns for every season, Carrefourallows everyone to fully benefit fromthe major events of the year andrewards the loyalty of its customers.To offer the best choice at the bestprice, Carrefour relies on the expertiseand operational excellence of itsemployees at all stages of the productlifecycle: a proper understandingof customer expectations, long-termrelationships with suppliers, controlof costs and the logistics chain, and

preference given to short supply lines.

Happy birthday Carrefour

Carrefour celebrated its 40th anniversary in Brazilin 2015 with events including a huge free concertin the centre of São Paulo, attended by more than40,000 people, and the “Make a wish, Carrefourwill grant it” campaign, in which a shopping trolley’sworth of purchases was given away for free everyminute in each store. In Argentina, the Group cele-brated its 33rd anniversary with a quirky advertisingcampaign fronted by humorist Marcos Mundstock,and rewarded 33 happy winners with a year’s worthof free shopping. In China, Carrefour celebratedtwenty years in the country with performances andattractions, a photo competition, foot and bike races

between stores, visits to laboratories, and the launchof a special 20th-anniversary website.

GuaranteedLowest Price

Get a refund worth twice the differ-ence if you find the product cheapersomewhere else! This is Carrefour’scommitment in France on 500 every-day national-brand products.Throughout the year, the Garantie Prixle plus bas (Guaranteed Lowest Price)was extended to seasonal products,fuel, beauty products, multimediaitems, household appliances andmore. For the 2015 back-to-schoolseason, 200 extra products were

guaranteed at the lowest prices, fromdiaries to pens.

Faz a conta. Faz Carrefour Do he mahs, come o Carrefour.In Brazil, Carrefour proves ois cusomers, year in and yearou, ha by choosing Carrefourhey benefi from he wideschoice a he bes price. Carnival,Moher’s Day, holiday ime,

back o school, he São João andEaser celebraions, ec.: all aregrea opporuniies o encouragecusomers o save money!

Todo cuentaIn Spain, Carrefour akes fulladvanage of every opporuniyo prove ha “everyhing couns”!When cusomers come o Carrefour,hey can be sure of finding qualiyproducs and he bes prices.They can also coun on he varieyand freshness of our producs, oninnovaion and on finance soluions.

Rimborso storicoA hisoric refund? Undoubedly.In Ialy in 2015, Carrefour came upwih a grea promoional campaign

for is cusomers: by buying specificproducs hey could receive a refundof more han 100% of heir purchases!

Commercial events

In 2015, theMois Carrefour(Carrefour Month) kept its promises, offeringFrench customers the benefit of incredible savings. In addition,the American retail tradition of Black Friday, which involves selling goodsat extraordinarily low prices on the Friday after Thanksgiving, is beingexported to other countries. Carrefour customers thus benefited fromexceptional promotions and perks on this occasion. In Argentina,amazing promotions were offered on more than 8,000 products soldin hypermarkets and supermarkets. In Brazil, stores opened their doorsfrom 6 am to midnight, and hosted, ‘Black Hours’, with special discountsevery hour on items in the multimedia, textile and bazaar depa rtments.In France, the Jours Discount (Discount Days) offered discounts of upto 70% on household appliances, multimedia merchandise, groceriesand textiles. In Poland, the Looney Weekend promotion offered discountvouchers to help with preparations for the end-of-year celebrations.




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Showcasingfood professions

Bakery products, pastries, meat and seafood

are given pride of place in stores. The marketatmosphere is once again imbuing stores witha unique point of contact between customersand their butcher or fishmonger. In 2015,Carrefour opened 21 new butchers’ countersin France and renovated 110 more, while135 fishmongers’ stalls were refurbished,including 112 in supermarkets.

Transformingagricultural practicesthrough CarrefourQuality Lines

Carrefour Quality Lines are ranges offresh produce (fruit and vegetables,meats, cheeses and fish) based on theprinciple of a partnership betweenCarrefour, agricultural producers andprocessors. In this context, Carrefouris committed to providing a long-termcommercial outlet in exchange forguarantees on product quality and

the implementation of more environ-mentally-friendly practices. Nearlytwenty-five years after the launch of thefirst line, the initiative now involves21,000 producers with 430 linesthroughout the world, such as the PDOBeaufort chalet d’alpage cheese andCauralina heirloom tomatoes, intro-duced in 2015. As genuine laboratoriesfor the development of eco-friendlyagriculture, these lines have made itpossible to develop animal products thatdo not use GMO feeds or antibiotics.In 2015, these innovations have beentranslated into the launch of a numberof iconic products, such as kiwifruitgrown without insecticide treatment.

Fresh and localWellbeing, a balanced diet and tasteare at the forefront of our customers’concerns. To guarantee the bestquality and the freshest produce,Carrefour focuses on the traceabilityof the products from their point oforigin to their sale. Preserving theenvironment and biodiversity formsan integral part of our specificationsand those of our suppliers. On all ofthese issues, Carrefour is committedto rigorous monitoring, training itsemployees and selecting and auditingsuppliers. Quality and safety arekey prerequisites at every stage ofthe lifecycle of the products selectedand sold by Carrefour. In all of itsstores, Carrefour places a high valueon fresh produce, sold cut-to-orderor as self-service items, and on localproducts. Our operations thereforecontribute to the vitality of thelocal economy.

The great taste of fine foodby CarrefourIn every counry, Carrefour selecs opexpers o develop ranges ha respondo he ases and desires of each cusomer.The new Carrefour Selecion range offerscreaive, sophisicaed producs ha areased, evaluaed and approved in advanceby a Gaul and Millau panel.

“Local producers close to you”Nearly 700 local suppliers work wihCarrefour in Belgium o developdirec relaionships and offer more han9,000 producs in-sore. Every day inSepember of 2015, a compeiion gavehypermarke cusomers who paricipaedan opporuniy o win a baske fullof producs made wihin a 40-km radiusof he sore. I was an original iniiaivedesigned o appeal o “Belgétariens”– consumers who buy and enjoyBelgian producs.

Developing direct purchaseIn China, Carrefour is rolling oua direc-purchase programme wihagriculural cooperaives o supplyis sores wih fresh local produce. Morehan 190 parnerships have so far beenconcluded wih cooperaives, wih whichmore han 424,000 farmers work.

Promoting the bestof the regions

Offering quality products preparedwith respect for tradition that promote arich culinary heritage is the commitmentmade by the Reflets de France, De NuestraTierra and Terre d’Italia ranges. Thanksto close collaboration with more than230 producers driven by the same passion,customers can find nearly 550 Reflets deFrance regional specialities – from freshfruit and vegetables to cheeses, wines

and biscuits – in Carrefour banners inFrance, the rest of Europe and Asia.




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New habits andlong-term trendsTastes, diets and consumption habitsare evolving. In all countries, newbehaviours are emerging, creating

just as many new opportunities.Carrefour is constantly anticipating

these evolutions by always listeningto its customers and relying onthe support of its suppliers.Yesterday’s trends have todaybecome established. The rapidgrowth of organic products continues,as does that of traditional regionalproducts and those which showcaseinternational cuisines.At the same time, other movementsare becoming apparent, such asthe growing demand for gluten-freeand vegetarian products.Decoding the basic trends andknowing how to respond at the right

time and in the right place is the jobof the Carrefour teams responsiblefor evolving our range: combiningenjoyment and wellbeing, and alwaysstaying ahead of the game.

Organic for everyoneIn 1992, Carrefour ushered in he era of organicproducs in he reail secor wih is Boule Bio (organic loaf) in he bakery deparmen. Today,demand coninues o grow. To make organicproducs accessible o everyone, Carrefouris pursuing he expansion of is ranges in allcounries. In France, nearly 1,800 Carrefourproducs si alongside naional brands offereda he bes prices. A he same ime, he firsCarrefour Bio sores have opened in Paris,a complee range of organic producs offeringprices ha are always grea value.

Vegetarian and indulgentIn 2015, Carrefour broke new ground and becamehe firs French reailer o inroduce an own-brand

vegearian range. The Carrefour Veggie rangeis he resul of cusomers’ demands expressedvia he “Si j’étais Carrefour” (If I was Carrefour)digial plaform. Developed in collaboraionwih he Vegearian Associaion of France, herange is fully vegearian while also adhering osric ase requiremens. I comprises some15 producs designed o appeal o “flexiarians”as well as vegearians; 13 of he producs are alsovegan. Wih Veggie, Carrefour is complemeningan already highly-varied offering of vegearianproducs, such as he Chef Ialia range of frozenready-meals available in Ialian sores.

The world on a forkThroughou he seasons, sores offer cusomershemed couners and evens, in addiion ofresh-produc sands ailored o local expecaions,offering sushi, apas bars, dim sum, and more.In 2015, Carrefour Taiwan, for example, organisedan inernaional fair o promoe Japanese,Korean and European cuisines and producs,wih special evens and promoions.

Eating well on the gois possible

In various countries, Carrefour is devel-oping dining areas in its stores andshopping centres. In Spain, Carrefourhas Café-Bar areas at the heart ofits stores, where the banner invitescustomers to take a break during theirshopping. In Italy, the recently reno-vated Carugate hypermarket in Lom-bardy even has its own Terre d’Italia restaurant. Alongside the opening ofthe Bon app! stores in Paris, the brandis also developing on the shelves, aswell as Autour du Comptoirareas, whichare unveiling a wide range of snack

foods and hot options prepared bythe store’s delicatessen counter.

Health and wellbeing

In Brazil, Carrefour offers the Viver range, products made according tonutritionally-sound, nourishing reci-pes aimed at those seeking a morenatural lifestyle with rich flavours andsuperior health benefits. This rangeis growing each year with the additionof new products, and can be brokendown by the various requirements:light, sugar-free, GMO-free, organic,special diet, and enriched products.In Poland, in the context of its “For thelove of health” initiative, Carrefourlaunched a vast programme focusedon raising the awareness of children,teenagers and the elderly about healthyeating. In cooperation with the Facultyof Human Nutrition and ConsumerSciences in Warsaw, this programmeinvolved organising workshops toteach people how to design balancedmeals without waste and in line withtheir income, and to decode nutritionalinformation labels to help them chooseproducts that are both healthier andmore affordable. This programme,known as “The ABC of a healthy diet”,was offered in eight cities and bene-fitted 820 people across the country.

Gluten-free products

Breads, cakes and pastries – Carrefouris developing No gluten and Sin glutenranges for customers who have a glutenintolerance or are seeking to eat differ-ently. In Spain, Carrefour offers a richand varied range of 156 products

certified by the Spanish Federationof Coeliac Associations (FACE).


SHOPPING CONVENIENCE AND ENJOYMENT


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Everythingunder one roofSince the opening of the firstCarrefour hypermarket in 1963,customers have been able to findall their everyday consumerproducts in a single location.

Entering a Carrefour store or logging onto the Group’s e-commercewebsites allows customers to takeadvantage of a wide range of qualitynon-food products, including home,bazaar, DIY, decoration, textiles,household appliances, photography,cinema, audio, multimedia products,fragrance, and more.With this variety and range, Carrefourresponds to all needs and desires,delivering the best value for moneywith an offering that is constantlybeing updated as seasons andcollections change.

Beauty at affordable prices

The fragrance and health and beauty depart-ments in Carrefour stores offer a very widerange of products to meet every need or desirewhen it comes to beauty. Face, body, hair,sunscreen products, make-up: customerscan find personalised advice, brand-nameproducts at the best price, constant innova-tion, and an extended offering of Carrefourproducts, such as the Les Cosmétiques Design Paris brand. In pursuit of even greater levels ofcustomer satisfaction, Carrefour is renovatingand expanding its pharmacies in Brazil andSpain, with modernised spaces, expandedranges, and innovative services.

Clever designer productsat prices that all can afford

Smart binders, connectable mattresses, 360° Bluetooth speakers, kitchen utensils:in every department, Carrefour is designing and developing a contemporary offeringof permanent product lines and seasonal products for everyone. Carrefour’s non-foodrange is based on a broad selection, competitive pricing, impeccable quality and inno-vative products. In 2015, for example, customers in Argentina benefited fromthe Creá tu espacio campaign, which featured new indoor and outdoor furniturecollections. Carrefour can also rely on an in-house team of designers who, every year,offer numerous Design by Carrefour products, which seek to combine practicality,aesthetics and value for money. Carrefour banner customers can thus take advantage

of the latest exclusive products, such as the Klindo clotheshorse, Hyba garden chairs,Mandine chopper and Poss bags.

Quality clothesfor the whole family

Timeless, modern collections combiningcomfort and quality at the best price: this isCarrefour’s goal for its textiles range, whichincludes Tex brand basics at low prices andproducts under licence. In 2015, the Tex, TexBaby, Tex Home and Tex Sport collections (more

than 10,000 products) were all given a freshlook. The brand is introducing innovative newconcepts and more than 150 new productsin-store, including glow-in-the-dark pyjamas,hoodies with built-in earphones and memory-foam slippers. At the same time, partnershipsare enabling us to offer limited-edition andexclusive products. In Italy, following the launchof the Total Look autumn/winter 2015 collection,Carrefour collaborated with Kristina Danilova,a young designer from the Italian Academyof Art, Fashion and Design in Florence, to createa minimalist collection inspired by the Normcoretrend(1). In all countries, Tex’s permanent productlines and seasonal collections, showcasedthrough national communications campaigns,are making quality clothing widely availableand impulse purchases attractive.

(1) Normcorecombinesthewords“normal”and“hardcore.”It describes those who have made normality their callingcard, focusing on simplicity and a return to basics.




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Wanderlustwith Carrefour

Tours, package deals, all-inclusiveholidays, flight-only offers, and bus,train or boat tours: however you want toescape, Carrefour has a solution.In France, more than 450,000 cus-tomers head off on holiday each year,within France or abroad, using thefranchise network of integrated travelagents and our dedicated website.For example, in 2015 Carrefour Voyageshad some exceptional options availablefor discovering France’s most beautiful

regions at reduced prices: two-weekrentals from 200 euros.

Services to makeday-to-day lifeeasierFor Carrefour, combining convenienceand enjoyment also means making itscustomers’ daily lives easier by rolling out

services available in its store receptionareas, online or in dedicated spacesmanned by experts.Whether it’s in-store services– such as finance solutions, insurance,health and beauty products, pharmacies,fuel, flowers, cultural products, car rentals,travel services and more – or convenienceservices – including home delivery,after-sales service, IT support, packagepick-up and more – Carrefour’s teamsensure that they are easy to accessand offer customers a genuine service.

Book your show

In France, Carrefour is the leading ticket seller inthe retail sector. In 2015, tickets to more than60,000 events were on offer through 550 dedi-cated spaces in hypermarkets and supermarkets,through the spectacles.carrefour.fr website andvia the mobile app.

A whole fleet of rental vehicles available

Passenger vehicles, utility vehicles, minibuses, dump trucks: launched in 2009, Carrefour’svehicle rental service is now available in more than 700 French stores – hypermarkets, super-markets and convenience stores – and directly accessible via carrefourlocation.fr, a websitepopular with customers seeking mobility at low prices. Those with an occasional need to move

furniture will be able to choose from a large selection of utility vehicles and take advantage of aready-to-go kit comprising boxes, tape, cover and a trolley to make everything easier.

Accessible banking andinsurance services

In all countries, Carrefour offers finance,savings and insurance products to meet thefull range of its customers’ needs, includingfunding the purchase of an electrical house-hold appliance through a special loan, takingadvantage of the exclusive benefits offered bythe PASS card, enjoying attractive rates forinsuring the home or family, or putting savings

in a savings account or life insurance policy.

2.4 millionpeople hold a Carrefour Banque

PASS card in France




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PASTA CARREFOURNOGLUTEN!

A rangeof pasta madewithcornflour,designedfor consumption

bythose withco eliac disease.

ProductinnovationsOffering the best choice alsomeans introducing new productsthroughout the year across allsections. Carrefour’s teams design,test and develop quality products

that meet demanding specificationsand have a single objective: to satisfythe needs and expectations ofcustomers. Explore some of this year’snew products!

SPECKALTO ADIGECARREFOUR SELECTION

A smoked, dry-curedham madeusingtraditional expertiseand withprotected

geographical indication(PGI) status,approvedbyGaultandMillau.

GLOW-IN-THE-DARKPYJAMASTEX BABY

Warm, comfortableand fun,thisrangeofpyjamasglowsin thedark,

providing reassurancefor babiesasthey fall asleep.

FOUNDATIONSOMAT PERFECT!PRO’SLesCosmétiques DesignParis

Coversskinperfectlyandreducesshinefora uniform, mattecomplexion

all daylong.

FRUIT-RICH YOGHURTSCARREFOUR

Fruit, yoghurtandjust enoughsugar:a simplerecipeforthisnewrange

ofthreeproducts.

VEGETABLECRISPSCARREFOUR BIO

Simpleand original, these100%vegetablecrisps will addinterest and

colourto youraperitifsanddishes.

BULGAR, REDLENTIL ANDDILL PATTIES

CARREFOUR VEGGIEPrepareto besurprised

bythefirstbrandofretailvegetarianproducts!

PEAR ANDBANANAYOGHURT POUCHES

CARREFOUR BABYA smooth, deliciousdessert

forbabiesfromfourmonthsup,packagedin a practical format.

CEREALSCARREFOUR40TH ANNIVERSARY SPECIALOFFER

Exceptional offersthroughouttheyear to celebrateCarrefour’s

40th anniversaryin Brazil.

UNPASTEURISEDCAMEMBERTTOUSANTIGASPI

Productssoldat a cheaperpricewithminor visual defects,

butall withthesamegreatflavour!

REDFUJIAPPLESCARREFOUR QUALITY LINE

A newlineofapplesdevelopedinCarrefour’sChinesestores.

MICELLAR CLEANSINGWATERNECTAR OF NATURE

LesCosmétiques DesignParis

Thisdelicately-scented aloeveraandcornflowerwaterfeelsfresh

onall skintypes.

BATH ANDSHOWER GELSCARREFOUR KIDS

A rangeofscentedshowergelsforsuper-fun bath-times!

NAPPIESCARREFOUR BABY

Practical, comfortableand absorbentnappiesto makepotty-time

a painlessexperience.

BLENDERSMANDINEDesignby Carrefour

Thiscollectionofsmallhouseholdappliances will

easilyand accuratelyhelp youpreparegreat recipes.

CONNECTEDHOODIETEXWITH BUILT-INEARPHONES

Movehowyouwant,whereyouwant,

withyourfavouritemusic.

MEMORY-FOAMMULESTEX

A rangeof flexible,shock-resistantslippers

madeinFrance.

NOLIM FILMSAnonlineplatformwhereyoucan

purchaseorrenttop filmsandthebestTV seriesvia download

orstreaming.

CAPSULECOLLECTION TEXAnessential clothing collectionthatcombines general appeal

withsimplicity, exclusivelydeveloped

forCarrefour Italy.

FURNITUREHYBADesignby Carrefour

Comfortandeleganceistheorderof thedaywiththisnew brandofgarden

furnitureand decoration.

BAGCOLLECTION POSSDesignby Carrefour

Technical productsof superiorquality, offering a modularrange

ofc onnectablestorage.

BEAUFORT CHALET D’ALPAGECARREFOUR QUALITY LINE

Madeatanaltitudeofmorethan1,500m, thishard pressedcheese,

agedfor12months, isanunpasteurisedPDO cheeseproduced

betweenJuneandOctober.

CUTSOF BEEFREFLETSDE FRANCE

15newcutsof meatfromSalers,Limousinand Aubrac cattle,

includinghigh-qualityflank,rib,sirloin,steakandthick-cutoptions.

PROVENCESTRAWBERRY CORDIALREFLETSDE FRANCE

A new rangeoffourcordialswithoutpreservatives, madein theheartoftheDrôme Provençale region.

QUICK-COOKDRIEDVEGETABLESCARREFOUR

Splitpeas, yellow, greenand redlentils:simpleand practical products

thatcanbecookedin 10minutes!

PRESERVEDHEIRLOOM VEGETABLESCARREFOUR

A newrangeto help yourediscoverheirloomvegetables:

Mont-Saint-Michel turnips, parsnipsandswedes fromMaine-et-Loire.

RAGÙ TOSCANODI LEPRETERRED’ITALIA

A tastyaccompaniment to anykindofpasta, thissauceismade

according to a traditionalTuscanrecipe.

PULPOENACEITEDEOLIVADENUESTRA TIERRA

A wideselectionofthebesttraditional Spanishseafood recipes

to explorerightnow.

SAVOURY TARTSCARREFOUR

Generously-sizedfrozen tartsmadeaccording to original recipes:

tomato, ricotta, spinach;andtomato, chicken, mustard.

JAPANMIXED SNACKSA rangeofsnacksavailabletoCarrefourTaiwan customers.

RANGEOF GAZPACHOSCARREFOUR

Witha varietyof recipesbasedon freshvegetables

to help yourediscover thisIberianpeninsula speciality.



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PROXIMITY ANDMULTI-LOCAL

38 UNIQUE AND MULTIPLE / 2015 ANNUAL ACTIVITY AND RESPONSIBLE COMMITMENT REPORT 39

PROXIMITY AND MULTI-LOCAL


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Getting closerto customers.

As a major global retailerwith local roots, Carrefourdeploys a multi-formatand multi-channelmodel in all the countries

where it operates.

The Group’s focus is movingtoward convenience.This is being rolled outacross all formats, in eachof our markets.

12,296 sores in more han 35 counries


France Belgium



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5,650 stores242 hypermarkets Carrefour1,003 supermarkets Market4,263 convenience storesCity, Contact, Express, 8 à Huit, Proxi, etc.142 cash & carry stores Promocashcarrefour.fr Food and non-food e-commerce

1

3

2

France Belgium

Key moments of 2015• Modernised stores following

the remodelling of Market supermarketsand Express convenience stores.

• A new generation of Carrefourhypermarkets with a redesignedoffering and services.

• “Local producers close to you”,a strengthened approach.

In Belgium, Carrefour ranks among the country’sleading retailers and is the top multi-format

group. Each year, more than 75% of families inthe country visit the Group’s stores, where theyfind a wide range of products and services atthe best price. Particularly worthy of note in 2015was the roll-out of a new generation of hyper-markets, such as the store in Mons, and themodernisation of the Market (45 stores trans-formed) and Express (48 stores renovated)banners, which offer customers an optimisedpath, a higher degree of shopping comfort andrefreshed ranges, always tailored to local needs.To improve the customer experience, NFC®contactless payment technology has been widelyrolled out, making Carrefour the first Belgianretailer to accept this type o f payment. A numberof initiatives also boosted the development offood e-commerce, such as the opening of the firstprivate drive in the car park of the head office

of the national TV station and the establishmentof a summerdrive at the beach resort of Knokke.

1. Employee in he frui and vegeables deparmen of he Carrefourhypermarke in Chambéry Bassens (France).

2. Cusomer in fron of he Marke supermarke in Heverlee (Belgium).

3. Sopping for a mid-shop coffee break is now he easies hingin he world a he renovaed hypermarke in Mons (Belgium).

753 stores45 hypermarkets Carrefour441 supermarkets Market267 convenience stores Expresscarrefour.euFood e-commerce

Key moments of 2015•Rue du Commercebecomes Carrefour’s

leading non-food e-commerce retailer.• 158 Dia stores transformed into the Market,

City, Express, Contact and Bio banners.• " J’optimisme", a new mindset.• Opening of 43 Market supermarkets,

5 Carrefour hypermarkets and102 new convenience stores.

Throughout 2015, Carrefour consolidated itsleading position in France. The Group’s multi-format approach is accelerating thanks tothe development of the new Market format, theintroduction of Carrefour convenience bannersin high-traffic areas, such as the opening of thefirst City store at Paris-Orly airport, and the firsttransformations of the Dia stores purchasedat the end of 2014 to bring them under theCarrefour banners. The asset-renovation pro-gramme (covering hypermarkets, supermarketsand shopping centres) also continued, like in theEuralille hypermarket, which was completelyredesigned for the benefit of customers, and therevitalisation of the commercial ecosystem,strengthened by Carmila’s acquisition of newshopping centres. Carrefour also launched a newstep to complement its multi-channel offering

with the acquisition of Rue du Commerce, theexpansion of the drive andclick & collect servicesand the development of new digital solutions,mobile apps and in-store digital services. For thethird consecutive year, all formats were growing,proof of the dynamic nature of the model.


Brazil Argentina



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1

42 3

Brazil Argentina1. For 40 years, Carrefour has been workingo make day-o-day life easier for is Braziliancusomers.

2. Cusomers in an Express convenience sorelocaed on Rua Tuiui in São Paulo, Brazil.

3. The Aacadão banner coninues o expand,wih a presence now in every Brazilian sae.

4. Cusomers in Carrefour’s newly renovaedMonroe hypermarke in Buenos Aires, Argenina.

The leading food retailer in Brazil, Carrefourcelebrated its 40th anniversary in the countryduring 2015, with numerous events andactivities throughout the territory. As proof ofthe confidence that Brazilian customers havein the Group’s banners, organic sales increasedby 12.6% over the year, with growth in thevolume of food product sales. All store formatsbenefited from this trend. Atacadão continuedto expand at a sustained rate with the openingof 12 new stores. The banner now has a presencein all Brazilian states. Carrefour also strengthenedits multi-format profile with accelerated develop-ment of the Express convenience banner (17 newstores), offering a wide selection of fresh produceto respond to local demand. The renovationprogramme covering hypermarkets, Atacadãostores and shopping centres is ongoing, and seeksto offer customers new shopping experiences,in addition to the revitalisation of pharmacy

and petrol-station networks in the country.

Key moments of 2015• Throughout the year, Carrefour celebrated

its 40th anniversary in the country.• The Instituto Carrefour for diversity

and solidarity opened its doors.• The first Carrefour city-centre pharmacy

opened in São Paulo.• Continuation of the Faz a conta.

Faz Carrefour campaign.• First new-generation Bairro supermarkets

opened.

For 33 years, Carrefour has been consolidating

its position as a leading retailer in Argentina, year after year. Carrefour’s multi-format profilein the country is being strengthened, with theopening of 19 new convenience stores underthe Express banner and two Carrefour Maxistores, including the first to be opened in theheart of the country, in Córdoba. The asset reno-vation programme launched in 2011 is ongoing,including the Monroe hypermarket in BuenosAires and nine shopping malls throughout thecountry. The programme will deliver a reinventedshopping experience, attractive offers and inno-vative services. Carrefour’s online offering inArgentina has been revisited with the launch ofa new version of the non-food e-commerce site,which is more intuitive to navigate and featuresa larger selection of products. Behind the scenes,Carrefour’s teams are working hard to optimise

logistical operations, including rolling out asatellite monitoring system for store deliveries.

Key moments of 2015• 19 new Express convenience stores and

2 new Carrefour Maxi stores opened.• 7 freshly-renovated shopping centres.• New version of e-commerce site.• First stores under new franchised

convenience banner 5 Minutos unveiled.

588 stores73 hypermarkets Carrefour6 Carrefour Maxi126 supermarkets Market383 convenience stores Expresscarrefour.com.arNon-food e-commerce

288 stores103 hypermarkets Carrefour122 Atacadão42 supermarkets Bairro and Supeco21 convenience stores Expresscarrefour.com.br


China Taiwan



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4

3

1

2

1. Hypermarkes celebrae 20 years of Carrefour in China.

2. Opening of Chaling Bei Lu/Xieu Lu Carrefour easy convenience sore in Shanghai.

3 & 4. Happy cusomers discovering he subsanially renovaed Ta Tun Carrefour hypermarkein Taichung, and he eams are delighed o welcome hem.

236 stores228 hypermarkets Carrefour8 convenience stores Easycarrefour.cnFood and non-food e-commerce

In Taiwan, Carrefour achieved excellent perfor-mance in 2015, a year during which growth wasconfirmed and the Group continued to develop

its multi-format strategy. As proof, the Group’ssupermarket network doubled in size with theopening of 11 Market stores, an acceleration thatis part of an ambitious, long-term developmentplan. To improve the quality of the customerexperience, Carrefour also continued to renovateits hypermarkets and shopping malls as well, andtested new digital solutions with the develop-ment of an e-commerce site, a 24-hour home-delivery service and new options availablethrough the Carrefour mobile app.

Key moments of 2015• Opening of 11 supermarkets

and 2 hypermarkets, extendingthe multi-format strategy.

• 10 stores and 19 shopping malls

renovated.• Launch of a food e-commerce solution.• Programme of events and world-cuisine

showcases in stores.

83 stores63 hypermarkets Carrefour20 supermarkets Marketcarrefour.com.wFood e-commerce

Carrefour has had a presence in China since 1995and is a leading player in food retail. In 2015,Carrefour celebrated 20 years in China, with236 stores in more than 70 cities. The Group

also opened its first convenience stores andpursued selective development of the hyper-market format. It now has a multi-format offeringwithin the country. Carrefour easy conveniencestores in urban areas are open from 7 am to 10 pmall year round, and offer almost 5,000 productsto meet every daily need.Carrefour also launched its e-commerce platformand took a first step by offering Shanghai resi-dents a selection of more than 15,000 products.Technological innovation was also a focus, withthe launch of the Carrefour mobile app at the endof the year. Alongside this transformation,Carrefour also reorganised its logistics system,with the opening of four integrated warehousesin Kunshan, Chengdu, Wuhan and Tianjin. Thesewill be joined by two further warehouses setto open in Dongguan and Shenyang in 2016.

Key moments of 2015• Throughout the year, Carrefour celebrated

its 20th anniversary in the country.• First 8 Easy convenience stores opened.• First Carrefour shopping centre opened

in the Wangjing residential districtof Chaoyang in Beijing.

• Launch of e-commerce site in Shanghai.• Integrated logistics set up on the basis

of 6 new warehouses.


Spain Italy



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1

3

4

2

p y

1. Essenial producs a compeiive prices a Supeco economysupermarkes in Spain.

2. Wan o share your clohing ry-ons via social neworks?Wih he virual mirrors insalled in some Spanish hypermarkes,i couldn’ be easier.

3. A new lease on life for he Carrefour Thiene shopping cenre,operaed by Carmila in Ialy.

4. An employee of Carrefour’s Assago hypermarkein he Milan suburbs.

With more than 40 years of experience in Spain,Carrefour has a solid network of stores and

successful e-commerce solutions. Expansioncontinued throughout the year with the openingof a new hypermarket, seven Market and Supecostores (including the first in Catalonia), and thedevelopment of the Express convenience banner,due in particular to the partnership with Cepsapetrol stations. Carrefour continued to renovateits shopping centres, such as the one in San Pablo,and modernised several hypermarkets, includingthose in San Fernando (Madrid) and Murcia.The digital offering was not left behind, with thedevelopment of the click & collect service in30 hypermarkets, providing the option to collectshopping within three hours, and the updatingof the Mi Carrefour mobile app to include avoice-controlled system for creating a shoppinglist, enabling users to access their Club Carrefourloyalty card account, and paperless receipts.

Key moments of 2015• Strong growth of convenience-store network

(+134 stores in 2015).• Expansion of digital offering with the roll-out

ofclick & collect anddrive services.• First awarding of Premios a la innovación

prize to acknowledge companies that investin the research and development ofnew products.

• Main partner of La Vuelta (the SpanishGrand Tour cycling race), which celebratedits 80th anniversary in 2015.

• Organisation of Carrefest , an eventestablished by Carrefour in its hypermarketcar parks during the summer.

With strong regional positions, Carrefourachieved positive results in 2015, rewardingthe price repositioning and renovation effortsundertaken over the last two years. Carrefourteams boosted the Group’s multi-format profile,particularly through the transformation ofthe Billa and Il Centro stores acquired in 2014.In 2015, a large renovation programme con-tinued in Express convenience stores trans-formed with the Tutto e Subito concept, and insupermarkets where the Gourmet and Attractionconcepts were rolled out to nearly 15 stores.Customers at the Carugate hypermarket inLombardy (the first Carrefour store opened inItaly) have, since its reopening, been able toenjoy an innovative experience thanks to ahuge space entirely devoted to fresh produce,home textiles and digital products, along withthe first Terre d’Italia restaurant, which takes itsname from the eponymous brand of regio nalproducts. The Group has accelerated the roll-outof its digital strategy with the clicca e ritira service,which allows customers to pick up their shoppingwithin an hour of ordering from one of the240 collection points throughout the country, orhave it delivered to their home within three hours.

Key moments of 2015• Continued renovation of the Express

convenience and Market supermarketbanners.

• Renovation of shopping centres,such as the Thiene centre in Veneto andthe Giussano centre in Lombardy.

• Laying of the cornerstone for the I Viali shopping centre in Nichelino, Piedmont.

• Continued development of the clicca e ritira service, with more than 240 collection points.

718 stores173 hypermarkets Carrefour126 supermarkets Market and Supeco419 convenience stores Expresscarrefour.esFood and non-food e-commerce

1,101 stores59 hypermarkets Carrefour441 supermarkets Market583 convenience stores Express18 cash & carry storesDocks Market and Gross Ipercarrefour.iFood and non-food e-commerce


Poland Romania



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3 4

1 2

With a presence in the country since 1997,

Carrefour focuses on convenience, introducing in2015 a new franchise format aimed at youngpeople seeking to start out in the food retail trade.As a result, 108 new convenience stores wereopened, including 38 through the acquisition ofthe Galerie Alkoholi retail network. To make thecustomer path easier and more enjoyable, theExpress and Globi banners have been redesigned,and numerous stores and shopping malls havebeen improved. In Jaworzno, in the south of thecountry, a new hypermarket of 4,000 sq. m. wasopened with an expanded offering of fresh andcut-to-order produce. In terms of promotions,throughout the year Carrefour organised numerousevents, including as part of its “For the love ofhealth” initiative, aimed at promoting CarrefourQuality Lines and regional products supportedby nutritional awareness programmes. At the endof the year, Carrefour unveiled its e-commercesite, enabling Polish consumers to access a widerrange of non-food products online.

Key moments of 2015• 15 Carrefour hypermarkets,

50 Market supermarkets and9 shopping centres renovated.

• Dissemination of “The ABC’s of a healthy diet”.• Carrefour named “Retailer of the Year”

by the banner’s suppliers at the Polandand CEE Retail Summit 2015.

• Carrefour was dubbed the most innovativeretail network at the eighth Polish FoodMarket and Trade Forum.

813 stores84 hypermarkets Carrefour153 supermarkets Market576 convenience storesExpress and Globicarrefour.plNon-food e-commerce

In Romania, Carrefour continues to expand itsmulti-format model, opening two new hyper-

markets and 16 supermarkets and signing anagreement at the end of the year to acquirethe network of 86 Billa supermarkets. This acqui-sition will enable Carrefour to boost its nationalcoverage and become the country’s leadingsupermarket operator. In terms of customerrelations, 2015 was a productive year. Carrefourwas named “Romanians’ Favourite Retailer”,in recognition of the numerous efforts under-taken in terms of price positioning and service.Carrefour did much to maintain this preferredstatus with a major “Star Wars® at Carrefour”campaign, implemented in more than 150 stores,and through the renovation of numeroushypermarkets and supermarkets to offer freshnew shopping experiences. Moreover, allhypermarkets were equipped with beacons– geolocation tags to guide customers through

the store and inform them about offers tailoredto their preferences.

Key moments of 2015• Agreement with Rewe to acquire

86 Billa stores.• 100th Market supermarket in Floresti (Cluj).• Carrefour hypermarket in Baneasa named

“Best store”.• Renovation of the shopping mall

at the Carrefour Colentina hypermarketin Bucharest.

192 stores29 hypermarkets Carrefour110 supermarkets Market and Supeco53 convenience stores Express and Contactcarrefour.roFood and non-food e-commerce

1. Employee a he Czyżyny Carrefour hypermarkein Kraków.

2. Cusomers in he Spierpinskiego Markesupermarke in Warsaw.

3. Cusomer in he Pereca Express conveniencesore in Warsaw.

4. Employees a he Vulcan Carrefour hypermarkein Buchares.


InternationalA multi local group



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Carrefour hypermarket openedits doors in Abidjan, Ivory Coast,in December. This store, which hasalready experienced huge success,is the first step in an ambitiousdevelopment plan being imple-mented by CFAO and Carrefour ineight African countries, where thegrowth of middle classes with adesire to consume differently isincreasing at a steady rate.

(1) Excluding French overseas territories.

In certain regions of the world,Carrefour enters into local partner-ships with professionals who havestrong roots in their territories. Thisis a winning strategy, combiningthe strength of Carrefour’s multi-format model with the sort of excel-lent, in-depth knowledge of localmarkets that partners bring.In 2015, Carrefour continued topursue the development of itsbanners by supporting its variouspartners abroad and in Frenchoverseas territories. In the MiddleEast, Majid Al Futtaim reinforced itsmulti-format development withthe opening of eight hypermarkets,12 supermarkets and five conveni-ence stores in Dubai. In North Africa,

UTIC and Label’Vie, the Group’sTunisian and Moroccan partners,also strengthened their position inthe hypermarket and supermarketformats with 13 openings in 2015.For example, at the end of August,Label’Vie opened its sixth hyper-market, the first in Casablanca,with a surface area of 8,000 sq. m.In June, the first Carrefour hyper-market in Algeria opened its doorsin Bab Ezzouar within the new CityCenter shopping mall. In Turkey,Sabanci more than doubled thenumber of its branded stores withthe acquisition of several local retailchains, giving it a total of 761 storesat the end of 2015. Finally, the first

Internationalpartnerships

1,874 stores(1)254 hypermarkets1,000 supermarkets608 convenience stores12 cash & carry stores

Key moments of 2015• First Carrefour hypermarket

opened in Ivory Coast by CFAO.• First Carrefour hypermarket

opened in Armeniaby Majid Al Futtaim.

• First Carrefour hypermarketopened in Algeria by UTIC group.

• New Express convenience storeopened in New Caledonia.

• First Market store openedin Cole Bay on the islandof Saint-Martin by SAFO group.

With nearly 12,300 stores in over35 countries, Carrefour is a leadingglobal retailer with local roots.Everywhere it operates, the Groupdevelops a range of productsand services that match, as closelyas possible, the expectationsand lifestyles of its customers.

A multi-local group

Argentina

588stores79 hypermarkets126 supermarkets383 convenience storescarrefour.com.ar

Brazil

288stores225 hypermarkets42 supermarkets21 convenience storescarrefour.com.br

Belgium

753stores45 hypermarkets441 supermarkets267 convenience storescarrefour.eu

France

5,650stores242 hypermarkets1,003 supermarkets4,263 convenience stores142 cash & carry storescarrefour.fr

Spain

718stores173 hypermarkets126 supermarkets419 convenience storescarrefour.es

Italy

1,101stores59 hypermarkets441 supermarkets583 convenience stores18 cash & carry storescarrefour.it

Romania

192stores29 hypermarkets110 supermarkets53 convenience storescarrefour.ro

Poland

813stores84 hypermarkets153 supermarkets576 convenience storescarrefour.pl

China

236stores228 hypermarkets8 convenience stores

carrefour.cn

Taiwan

83stores63 hypermarkets20 supermarketscarrefour.com.tw

Integrated country

Partner country

Data as of December , .



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OMNI-CHANNEL ANDCUSTOMER EXPERIENCE


The customer

OMNI-CHANNEL AND CUSTOMER EXPERIENCE


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Over110millioncusomer householdshroughou he world

Whatever the customer’spoint of entry – hypermarket,convenience store or

e-commerce site –Carrefour seeks to ensurea smooth, consistentexperience and a seamlesspath to purchase.

The customerat the centre of theCarrefour ecosystem.

Carrefour developssolutions and servicesto offer the best possibleexperience to customers

in its stores and online.


OMNI-CHANNEL AND CUSTOMER EXPERIENCE


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Mirror, mirror, on the wallUsing he virual mirrors insalled insome Carrefour sores, cusomerscan ge a 360° view of heirlaes favourie iems from heTex collecion. If hey’re sill nosure, hey can even seek heopinions of family and friendsby sending a phoo or videovia social neworks or e-mail.

Personalised itemsA new personalised mobile-phonecase, ee-shir or plae? I couldn’ beeasier wih he My Design spaces forpersonalising everyday producsha are now available in Frenchhypermarkes. The creaivepossibiliies are endless andhe resuls are ready in minues.

Screens at your serviceIn every counry, ineraciveand ordinary screens are available insore deparmens o help cliensaccess a wider range of producs,addiional informaions or paricularservices. In Taiwan, screens locaeda sore enrances communicaeinformaions and deails ofpromoions o cusomers in

shopping malls, such as in he newXi Ke sore, opened in 2015.

the right department, access their loyalty accounts, or getsome advice on choosing a baby product; screens to orderheavy items (water, soft drinks, detergent, etc.), which canthen be collected from the drive after shopping; and digitalsolutions to access a wider product catalogue than is availablein-store (books, large electrical appliances, etc.), items whichare easy to order and that can be delivered at home or in store.In every country, Carrefour is introducing innovative servicesto make life easier and to enhance the shopping experiencefor customers. The use of mobile phones in-store is alsowidely encouraged, whether it’s to find a recipe idea or getsome information about a product using a QR code. To supportthese changes, the roll-out of in-store Wi-Fi networks andcontactless payment solutions is gathering pace, offering

a useful service tailored to customer demand. New diningoptions are also available in stores and shopping centres.

A new worldof in-store servicesCarrefour stores offer a special environmentwhere numerous services are availableto make our customers’ day-to-day lives easier:printing photos, collecting packages, reservinga product in advance, and more. In addition,

just like our living spaces, stores are becomingincreasingly connected, offering an innovativeshopping experience.

The movement is underway. Throughout the world, Carrefourstores are offering new experiences, such as the Villeneuve-la-Garenne store near Paris and the Monroe store in Argentina.Customers at the Mons store in Belgium can taste a beercreated by Carrefour and brewed on-site, as well as the store’sown roasted coffee. New services are being introducedever

carrefour - 2015 annual activity and responsible report

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