CARREFOUR
PAKISTAN
P R E S E N T E D B Y:
BITHIAH SHERAN
A R E E B A YO U S A F
SIMAL ALI KHAN
AROOSH KASHIF
ESHA TOFEEQ
INTRODUCTION
Carrefour, operated in Pakistan by UAE-based Majid Al
Futtaim since 2009, has established a strong urban presence,
especially in Lahore. With hypermarkets in Emporium Mall,
Fortress Square, and Packages Mall, it offers a modern retail
experience. Carrefour is known for its wide product range,
competitive pricing, and appeal to value-conscious shoppers.
OBJECTIVE OF THE
PROJECT
This project aims to analyze Carrefour Pakistan’s retail strategy in Lahore,
focusing on its product range, pricing, service quality, promotions, and store
design. It also compares Carrefour’s visual merchandising and online platform
with local competitor Alfatah to evaluate its overall retail effectiveness and
digital integration.
TARGET MARKET
Carrefour Pakistan targets middle to upper-middle-class consumers
seeking quality, variety, and convenience in a modern shopping
environment at competitive prices.
PRODUCT VARIETY AND
ASSORTMENT
Carrefour Pakistan provides a wide and deep assortment across
categories including groceries, household essentials, electronics,
fashion, and health & beauty products.
PRIVATE LABEL PRODUCTS
Carrefour offers competitively priced private label products like basmati
rice, UHT milk, and facial tissues, providing quality alternatives that are
10–15% cheaper than national brands.
CUSTOMER SERVICE QUALITY
Carrefour ensures customer satisfaction with uniformed, well-trained
staff available in-store especially during peak hours and offers support
through service desks, app, and website.
PRICING STRATEGY
Carrefour adopts a competitive pricing strategy using everyday low
prices, dynamic pricing, and psychological pricing to attract value-
conscious shoppers.
PROMOTIONS AND
DISCOUNTS
Carrefour regularly offers weekly deals, seasonal sales, BOGO offers, and
loyalty rewards, with current discounts of up to 50% on groceries and
household essentials.
Multi-channel promotional
strategy
1. Digital Strategy: The digital promotional strategy of
Carrefour eff ectively utilizes their offi cial website alongside
mobile application and social media platforms Facebook,
Instagram, and YouTube. The promotional channels typically
present special deals along with seasonal promotions and
promotional videos which showcase their new product off erings.
2. Conventional Strategy: Traditional marketing methods
include billboard advertising and shopping mall displays.
Carrefour strengthens its market visibility during high-demand
shopping times which include Ramadan by placing LED screens
and posters in major commercial zones of Lahore and shopping
mall locations.
In-Store Promotions
Point-of-Sale Displays: Temporary promotional
fi xtures and branded shelving are utilized to draw
attention to discounted products such as cooking
oil or personal care items.
Product Sampling : Occasionally, complimentary
trials of products like drinks or snacks are
organized to attract customers.
Live Showcases : Electronics and kitchen devices
are presented live to inform and engage
customers, particularly during promotional events.
Comparison with Alfatah
Store Layout and Design
APPEARANC
E
• Exterior: Carrefour's exterior is contemporary
and inviting, featuring uncompromising signage
and large glass doors that enhance visibility. The
brand logo and name are prominently displayed,
ensuring easy identification from a distance.
• Interior: Upon entering, customers encounter a
uniform-designed interior with bright lights,
spacious aisles, and a clean, open layout. This
design balances utility and warmth, creating a
welcoming atmosphere without overwhelming
shoppers.
• Atmosphere: The background music is gentle
and non-intrusive, contributing to a peaceful
shopping experience that aligns with Carrefour's
reputation for value and quality.
LIGHTING & FIXTURES
• Lighting: Precisely controlled lighting
enhances visibility and product appeal.
Warmer lighting in the produce section
makes fresh items more attractive, while
consistent white lighting throughout
ensures clarity in other departments.
• Fixtures: Shelves, racks, and display
stands are uniform, clean, and well-
aligned. This professionalism and
reliability in fixture placement reinforce
Carrefour's brand image of accessibility
and organization.
PROMOTIONS
• Visual Merchandising: Carrefour strategically
uses color-coded signage (often red and yellow) to
highlight promotions, discounts, and special offers.
These signs are clear and sometimes bilingual
(English and Urdu), maximizing reach.
• Seasonal Themes: Promotional stands and
themed displays create a semi-theatrical effect,
subtly drawing attention to specific products or
seasonal items. Staff engagement also supports
suggestive selling tactics, enhancing the
promotional experience.
LAYOU
T
• Customer Orientation: The store layout is customer-
centric, starting with fresh produce to establish quality and
trust. The systematic arrangement moves from essentials
(food, groceries) to luxuries (electronics, clothing),
facilitating easy navigation and purchasing decisions.
• Aisle Design: Wide aisles and natural product zoning
guide customers seamlessly between sections. End-cap
displays highlight bargain offers, influencing purchasing
decisions and encouraging impulse buys.
• Checkout Experience: Counters strategically placed for
convenience feature last-minute items like chocolates and
batteries, ensuring a smooth checkout process and
maximizing sales opportunities.
MERCHANDISIN
G
Space Productivity Techniques
• Zoning by Purchase Flow: Essentials like produce are
placed near entrances to establish freshness and trust,
followed by home, fashion, and personal care.
• Impulse Zones: Small, high-demand items (e.g.,
snacks, batteries) positioned near checkouts to boost
last-minute sales.
• End-Cap Utilization: Shelf ends feature bestsellers and
promotions to capture high foot traffic.
• Vertical Merchandising: Bulk items on lower shelves;
eye-level used for high-margin products.
Displays & Product Organization
• Bilingual Signage: Clear labels in English
and Urdu; promo signs in red/yellow
enhance visibility.
• Seasonal Displays: Special setups for
Ramadan, Eid, and other events drive
shopper engagement.
• Departmental Segmentation: Well-
defined zones (e.g., cold storage for dairy,
tech zones for electronics).
• Private Label Positioning: Carrefour
brands placed beside national ones to
promote value comparisons.
Suggestions for
Improvement
Enhancing the Shopping Experience
• Digital Kiosks: Introduce self-service kiosks for
product search, store maps, and promotions.
• In-App Navigation: Integrate product locators
and aisle maps into the Carrefour mobile app.
• Family Zone: Create kid-friendly play areas to
enhance shopping comfort for families.
• Sensory Enhancements: Use music and ambient
scents (e.g., bakery, beauty) to enrich the store
atmosphere.
Increasing Sales & Brand
Image
• Personalized Promotions: Leverage MyCLUB data
for SMS/app-based targeted offers.
• Customer Education: Host live demos or mini-
classes (e.g., “Cooking with Carrefour”) to engage
shoppers.
• Sustainability Campaigns: Launch “Green Aisles”
and recycling programs for plastic bags and used
electronics.
• Click & Collect Expansion: Add quick-access parking
and SMS pickup alerts to improve convenience.
• Local Product Support: Boost shelf space for
Pakistani and regional brands to foster cultural
Online vs Offline Shopping
Carrefour operates both physical
hypermarkets and a user-friendly online
platform, creating a strong omnichannel
presence. In stores like those in Packages
Mall or Emporium Mall, shoppers enjoy a
hands-on experience, product examination,
direct staff support, and immediate
purchases
Pros and cons of Online
shopping
Advantages :
• 24/7 accessibility
• Time-saving checkout
• Wide product variety
• Digital promotions
• Customer reviews
• Multiple secure payment options
Pros and cons of Online
shopping
Disadvantages:
• Delayed deliveries
• No sensory checks
• Customer support delays
• Technical glitches
• Data security concerns
• Minimum order limits for free
delivery
Strategic Evaluation &
Conclusion
Carrefour's digital platform aligns wel
with global trends, but improvements
are needed:
Key strategic suggestions include:
• Same-day delivery in key cities
• Better customer support and UX
• Smart, Al-driven assistance
• Click-and-Collect expansion
• Personalized recommendations
Conclusion
Carrefour Pakistan's website offers great
convenience and variety, complementing its
in-store experience. While there are areas
needing improvement, like delivery reliability
and customer support, the platform holds
strong potential to grow as a leading player
in Pakistan’s e-commerce landscape with the
right strategic enhancements.
Shukriya
