Stéphane Engelhard, Vice-President of both APAS and Grupo Carrefour, highlights the Brazilian retail complexity and behavior disruption
Retail transformation in the face of the pandemic is affecting the consumer journey in all supermarket formats. Stéphane Engelhard is the one affirming it, he is the Vice-President of both Grupo Carrefour and APAS, and he made this statement during the live broadcasted by MáximaTech, a supplying chain solution company. According to Mr. Engelhard, as the French chain owns from hypermarkets to neighborhood stores, in addition to the e-commerce, it can have a closer vision of the actual Brazilian retail complexity.
Regardless the store format, the consumer behavior has changed. “Customers want to be safe, and if they do not feel it in the supermarket, this has a great weight in their choosing”, said the vice-president of Grupo Carrefour. The French chain is able to understand the consumer’s movement as it already operates in the omnichannel model, that is, it offers products in different channels that crosses information so the customer experience can be the same in all channels. “When we put the customer first, we understand that different channels do not mean different people. They are the same”, he stated.
With all uncertainties the pandemic has brought, the consumer started changing brands to save money as well as to look for popular store models. Thus, the industry needs to adapt itself to this reality in the factory environment. “The exchange affects the price of products that have imported parts. For that reason, we from APAS have started a movement with members, offering the best weekly offer of six basic items and it worked very well”, the vice-president of Grupo Carrefour explained.
Regarding the future of supermarkets, technology appears as the main ally of retailers to overcome this crisis. “APAS has it clear that supermarkets together have assets, so it promoted a business trip with members to China in order to understand, in loco, how the logistics works. “Disruption came with the internet, which made communicating easier. Now, we are undergoing a behavior disruption”, Mr. Engelhard concluded.