Losing its edge, Carrefour’s textile concept suffered from a lack of tangible expertise RTB within the overall food retail universe of Carrefour, and a lack of distinctive textile positioning. In order to support the will to reignite the attractiveness of this specific offer, a complete overhaul was needed to communicate its added value both in terms of products, brands, and services, to reintroduce status and pleasure in the act of buying, and to revise the shopper experience.
Create the style you like
Carrefour is striving to become the new textile inspiration in retail and the standard for relationship services management, to conquer a family target audience. A couple of innovative approaches must be worked on at the same time : taking distance from the usual food and textile universes in hypermarkets, setting up the idea of co-creation between the offer and the “mix & match” attitude of the customer who take the lead, and organizing the offer to promote the expert legitimacy of Carrefour.
It is definitely about reinventing the textile spirit of the brand, following a strong promise : “Create as you like”.
The concept « Creative Mosaic » chosen is implemented according to four complementary drivers :