In the long and arduous retail race, the French company Carrefour has stumbled and lost its identity several times. Their recent attempt to redefine their brand is not that much better than what they have done in the past. Within the past few years, they tried to survive the crisis by lavishing customers with special offers, spending excessively in the emerging economies and redesigning its stores in order to create a new shopping experience exciting enough to regain clients.
Europe is mourning the jarring changes, and Carrefour's management team (they have 27 years of experience) is trying desperately to slow their decline. Their new strategy suggests that they will return to the basics and address stagnating consumption. To do that, Carrefour is going to focus on its private label by offering stable low prices. It will run fewer promotions, but will make sure the ones they do run are more effective. After falling down, sometimes it makes sense to get back up, dust off and continue the race.
