Carrefour Succeeding In Europe With Multi-Format Strategy

Carrefour’s success in Europe in recent years is based on a multi-format marketing approach that continues to emphasize brick-and-mortar stores, but does not neglect online and other channels. In an interview, CEO Georges Plassat said Carrefour’s stores are succeeding in Europe because they combine good formats, locations and product offers. He said he welcomes competition from online retail giant Amazon and others because it is good for the consumer, and Carrefour is really doing something quite different anyway. In Asia, the company sees some problems with China (i.e., ecommerce competition and changing “consumption habits”), but long-term prospects are good.