Carrefour, Carrefour Textile new concept
The launch of Mosaïc concept places Carrefour textile as the new standard in hypermarkets



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

True vision

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”.

Creative expression

The chosen concept « Creative Mosaic »  is implemented according to four complementary drivers :

  •  The RTB is redefined : « freedom is a mindset », and translates into a signature « Create as you like ». Totem elements illustrate and convey it across all stores formats (flip book totem / cover pages / mosaic modular furniture…)
  •  The structure and the graphic organization of contents is 100% ownable by Carrefour. The tone of voice is straight-forward and collusional and the « flipbook » approach reflect on the current fashion trends.
  • The merchandising toolkit is flexible, to be easily understood and set up by the stores’ teams and to help the offer evolution.
  • At last, the scenography expresses the expert positioning of the textile universe, and focuses on new shopping destination areas within the aisles. It boosts traffic and maximizes the pleasure effect for consumers, beyond the price criteria (dedicated corners for lingerie / jeans / sports / jewelry / brand walls, …)

Carrefour Textile concept received a Janus du Commerce 2014 label

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