Ola from the Costa del Sol in Southern Spain!

My wife and I are here on a working vacation and on Sunday afternoon we headed down to the nearby Carrefour hypermarket - which is part of the world's second largest retailer, France-based Carrefour.

Although the hypermarket concept is somewhat like the Loblaw Superstore model in Canada, the extensive operational experience of Carrefour, often credited for creating the hypermarket model, becomes evident as soon as you walk in the store.

Being in the one of the most touristic regions of Spain on the shores of the Mediterranean, this store's entrance greeted you with all the necessities for beach living from beer to sunscreen, from beach chairs to cozy beach towels. This was your one stop shop.

Furthermore, given the huge influx of British holiday makers in the region, that staple of the British diet - Heinz Beans - were prominently displayed on a full pallet close to the door.

I found Carrefour's current promotional strategy very interesting. Obviously targeted at reducing the number of cherry pickers and encouraging multiple purchase, many of their special offers were along the lines of "Buy the first item at regular retail and get the second item for 0,50 Euros". 

Most people picking up one item would see the sign and impulsively throw the second item in their cart. The result: full margin on the first item and shared responsibility in building incremental purchase. The supplier funds the discount and Carrefour supplies the executional excellence on out-of-section displays to support the sale.

Would this concept work in Canada? My basket said "YES!"

Adios!

Jeff

Jeff Doucette

Principal, Sales Is Not Simple

Calgary, Canada

+1 403 475 4010

www.salesisnotsimple.com