Carrefour has opened its first Supeco store in Romania in Ramnicu Valcea, a city 170 km away from Bucharest. The store’s assortment and merchandising emphasize the heavy price focus.
As observed by local FMCG magazine magazinulprogresiv.ro the 2000 square meters selling area is divided into
- a low ceiling controlled temperature food area and
- a high ceiling cash and carry-like area.
The tore boasts a wide variety of niche products from small and medium manufacturers from the CEE region which contribute to creating a low-medium price positioning, very similar to a discounter’s.
- Carrefour private label products have a small share of the assortment.
- The store offers a wide variety of bulk-purchase products from dry-food to wine.
- Packed products can be bought by piece or in bulk, with the latter option granting discounts of up to 15%.
- The fresh section is very narrow and is positioned in a controlled temperature area.
The store’s location, same as the ones that are set to open soon (Targoviste, Giurgiu) is a small town with a population of up to 100,000 people where Carrefour’s main competitors are mainly formed by discounters like Penny (Rewe) and Lidl (Schwarz Group). The retailer is thus penetrating low average income communities but ups the game by also targeting small business owners (horeca, small shops) in the area. Carrefour aims opening up to 15 Supeco stores in Romania depending on the performance of the first ones.