Background

Carrefour wanted to rejuvenate their hypermarkets with the Carrefour Planet concept.

Insight

The Arrival of a Baby brings a change in stores visited

The arrival of a baby brings about fundamental change to the routines of the household.

New patterns of shopping behaviour are created, and parents begin visiting new stores or new parts of presently used retail outlets. At the same time their basket sizes grow, their household income may drop and the time available to shop also reduces.

Learning about so many new products at once, many of which are quite expensive, adds to both the joy and the stress of the arrival of a new child.

Stores that provide baby as a destination, complete easy to shop ranges , are best placed to win this valuable and changing shopper.

Action

Baby World in Carrefour  where all baby products are located in 1 place.

Result

+11.6%