Carrefour brings to Italy a market (almost) entirely dedicated to private labels

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It’s a test but not too much. It is called Carrefour Contact and it is the first in Italy but in France this format has been present for over 10 years. Its peculiarity is the massive presence of private label products on the shelves. The assortment has been rationalised, eliminating a large part of the national brands, increasing the presence of Carrefour products, with attention to the Simpl brand, the line of products for daily use with prices aligned with those of discount and entry level products, with a coverage of all the main units of need. The first Carrefour Contact is in Milan and offers 7 thousand items in total, including packaged consumer goods, fresh and non-food. The plans of the French multinational to open in Piazza Angilberto in Milan are to revitalize it and lower sales prices by 10%, making it one of the least expensive brands in the city. «This new opening represents a further demonstration of Carrefour Italia’s constant commitment to adopting concrete measures to support families and its customers against inflation and the current economic situation – says Michele Stefanoni, Director of hypermarkets, direct supermarkets and Cash & Carry Carrefour Italia –. A real change of brand, from Market to Contact, which will be spread over 960 square meters of surface area, without the classic promotions, such as catalogues. In fact, we want to contribute to becoming a factor of vitality and safety for the citizens who live in the neighborhood, especially in the more peripheral areas of the city and which risk an impoverishment of activities if neglected.” In this, Carrefour Contact guarantees dynamism and convenience every day, with greater seasonality of fruit and vegetables and a discount for seniors over 60 of +10%. The 10% price reduction is possible thanks to a simplification of store management activities, which leads to a lower incidence of costs and the elimination of promotional flyers, with the consequent reduction in marketing costs, but also to the valorization of the new butcher department and simplified return dynamics. The inauguration of the new store in Piazza Angilberto contributes, together with the “Shops and shops in the Angilberto area” project promoted by the Municipality, to revitalizing the neighborhood that develops around Piazza Angilberto II.



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