Key facts
4 500 m²
2 floors
150 meter long Food Avenue
80% of the offering dedicated to food
May 2018: opening of the new Carrefour Le Marché
Carrefour
The omnichannel gourmet hypermarket is already in China
In China, as elsewhere, the hypermarket is under threat of disappearing. To respond to both new consumer habits and digital usage, Carrefour China decided to create a new store format in Shanghai: smaller, more agile and more urban, adapted to today’s expectations. At a time when shopping can happen anytime, anywhere and by anyone, how can we attract customers and get them to return several times a week?
Carrefour Le Marché, the hyper-urban concept
With this new concept, Saguez & Partners proposed bringing the hypermarket closer to the shopping mall to create a unified customer journey. A more logical and friendly approach, making the destination more attractive. The challenge: to combine the strengths of physical retail with digital innovation.
On one level, we enter the fresh food universe, where customers can eat on-site, buy raw products, or choose from a variety of ready-to-eat meals. Shoppers can even have fresh products from the aisles cooked for them.
On the other, non-food level, the store offers a wide selection of cosmetics and small household appliances. Its French roots also give it an edge in fashion and beauty.
The Food Avenue: 100% fresh products, 100% experience
To meet the needs of a busy urban audience with little time to cook but a strong desire to eat well and fresh every day, Carrefour Le Marché offers three types of food options: raw products, semi-prepared items, and fully cooked meals.
The concept behind the Food Avenue is simple: everyone picks exactly what they want from the variety of food choices available on-site. Carrefour Le Marché becomes a place of experience. A destination where everything blends together (multi-offers, multi-services).
The Food Avenue creates a seamless flow between the hypermarket and the shopping mall. A graphic identity inspired by "five-spice" colors acts as a manifesto and provides visual cues along the entire aisle.
Combining digital innovation with the strengths of physical retail: freshness, service, and conviviality.
A demand for transparency in the food supply chain
For several years, the brand has built a relationship of trust with consumers. An essential value for the Chinese in the face of various health scandals. Saguez & Partners created a visual identity that combines the logo of the retail giant with that of a local market.
A symbol of freshness and trust, a circle forms a smile in glacier blue. Featured on the windows and throughout the brand’s communications, the TRUST label guarantees product quality. Through the glass windows, customers can see the laboratories for each department.
Reconciling digital ease with the pleasure of the market
Carrefour Le Marché has a unique feature: the implementation of facial recognition payment through the WeChat app, a social network created by Tencent and used by over 70% of Chinese people. Customers no longer need cash or a bank card to pay for their purchases! Carrefour Le Marché is also equipped with three other payment methods: traditional checkout, self-scanning, and scan and go.