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PussyLover 69
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Report from Bangkok Post dated Friday 8 June 2007 :-
Carrefour set to move upmarket next year - B360m earmarked to transform all 24 stores
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CenCar Co, the operator of the Carrefour hypermarket chain, will spend up to 360 million baht to transform all of its 24 conventional stores next year to new upscale outlets offering more lifestyle and brand-name products similar to those offered in department stores. The move comes as the company grows quickly in Asia, in line with its 2007-08 vision to become a family destination. Apart from Thailand, Carrefour Indonesia, Malaysia and Taiwan are developing new commercial models to hasten their growth.
Philippe Broianigo, the CenCar managing director, said that Thailand was the first country in Asia where Carrefour had introduced the new store model, in Chon Buri two months ago.
The new 6,200-square-metre branch, which cost nearly 350 million baht, has different product displays, a new store design and many more non-food products and brand names customers look for in department stores.
Sales efficiency will also be increased. The stores have total retail space of less than 8,000 square metres as normal, but more than 10,000 product items were added.
''With the change of consumer trends in Thailand, price is no longer the main factor when shopping at a hypermarket, but also convenience and brand name. So we will bring in our new unique offerings with a different spirit in mind,'' Mr Broianigo said.
According to the company's marketing survey, customers are still happy to shop at hypermarkets but they may not buy home decorative goods, cosmetics and apparel.
''As there are really loyal customers in hypermarkets? If we didn't adjust ourselves, we would open the door for other retailers to steal our customers,'' said Mr Broianigo. The company has repositioned itself to be a one-stop service centre for everyone, he added.
For sustainable growth, the company will work alongside suppliers in improving products and customer service. Today in Bangkok company executives are meeting with 600 suppliers.
''Carrefour will not only be a family destination but also number one in terms of choice among consumer recognition. If we did not change our position to be a premium hypermarket, we would have to continue our price-oriented strategy and our market share would be reduced step by step,'' Mr Broianigo said.
Mr Broianigo is still optimistic about investing in Thailand. After its Chon Buri outlet, the company will open one or two more branches this year, including one on Rama II Road in October 2007.
The company will open 15 more branches over the next three years. It hopes to add four or five branches a year with a budget of five billion baht.
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Posted on: 1:53 am on June 8, 2007
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