Carrefour will host its hypermarkets in Virgin - July 30, 2010
A Virgin store in the heart of a Carrefour hypermarket? As of August 25, the sign of cultural goods will fetch the radius culture Crossroads Venissieux, a suburb of Lyon. "It installs a true Virgin of 300 square meters, which is the format of our stores in train stations and airports, says the Figaro Jean-Noel Reinhardt, CEO of Virgin Stores. The furniture is furniture Virgin, SEO will be managed by our own sales force. "
Virgin does not just manage the music department, as revealed in early July challenges.fr. The competitor Fnac will turn all the knobs. Carrefour will be delegated as 100% concession for the management of the entire radius culture (books, music and video) off the video games. Virgin and Carrefour have talked for eight months before signing the partnership. "We give a year, said Jean-Noel Reinhardt.If it works, we can decide with Carrefour to deploy the concept in other supermarkets. "
The approach, which aims to "re-enchant" the hypermarket, will allow Carrefour to boost its sales in non-food, fell 5% last year. Such a partnership will allow Carrefour to unload a radius deemed difficult by assigning responsibility to a specialist.
Discussion with SFR
"It's a win-win solution for Virgin and Carrefour, said Jean-Noel Reinhardt. We bring the legitimacy of our brand that appeals to young people. Carrefour, meanwhile, makes us very important benefit of the flow of its customers. "
Along the same lines, other "stores in the store" could be introduced in Carrefour hypermarkets.According to our information, Carrefour declined to comment, and discussions are well advanced with SFR, which could establish phone shops. Other partnerships could be concluded in the arts of the table, with the leader Arc International, or in video games, with Micromania.
The formula of the concession, in which Carrefour Virgin donate a percentage of its revenues, will allow Carrefour to reduce its costs and thus improve its performance. Incidentally, it will also give him the opportunity to redeploy staff to other departments or even reduce the staffing of the culture, both in stores and at headquarters of the distributor, where hundreds of people working on the offer non-food.For its part, Virgin is a way to revitalize its network (30 megastores and six stores in train stations and airports) by increasing sales at lower cost. "The company has developed a range of creative hobbies more interesting than the Fnac, is Thoumine Lawrence, a consultant at Kurt Salmon. But the initiative of Carrefour is presented more as a response to cultural spaces Leclerc, growing steadily for 10 years and the concept works pretty well, an attack against the Fnac. "
ALSO READ:
"Carrefour is growing in China