Carrefour trialling Supeco in Poland | Progresiv
Carrefour is reported to have opened two trial outlets of its Supeco discount, cash & carry hybrid format in Poland. The stores have been added in Piekary Slaskie and Tarnobrzeg meaning the banner operates in four countries: Italy, Romania, Spain and now Poland. 
Supeco is an evolution of the retailer’s Brazil-based Atacadão format, which has been highly successful in that country. As part of its 2022 Transformation Plan Carrefour has committed to adapt the atacajero format further for Europe. The development in Poland underlines how it continue to experiment with the banner in the region.
The two stores in Poland are similar in their look, feel and range to those in the other countries. At between 1,500 sq. m and 2,000 sq. m the stores are similar in size to Carrefour Markets, but stock between only 2,600 and 3,500 SKUs, meaning they provide more targeted ranges. The smaller ranges enable Supeco stores to be easier to replenish and efficient than other banners from Carrefour, which means that the banner is able to offer lower prices to regular shoppers and business customers buying in bulk.
Supeco was launched in Central and Eastern Europe in Romania in 2014. The banner was used to enable Carrefour to target smaller cities in rural areas where the investment required for another of its stores would have made them unprofitable. However, since its launch in Romania, Carrefour has opened only nine stores, underlining the slow pace of expansion in the country. Although the banner has expanded quicker in Spain, Carrefour has not grown it as quickly as many expected on its introduction into the market. As highlighted by the 2022 Transformation Plan statements, it is clear that Carrefour is still evolving the format and working out what works for its shoppers.
Whether launching a trial format into the competitive Polish market more widely and the highly competitive and consolidated wholesale channel, therefore, is questionable. Poland is home to Eurocash, a highly efficient and effect wholesaler that dominates the country. Eurocash operates almost 200 cash & carry centres across the country, while Metro cash & carry has 30 Makro sites.
Given these competitors at the wholesale end of the market and the presence of Biedronka and other discounters at the value end, Carrefour may find it challenging to attract shoppers to the Supeco banner, given the lack of brand awareness for the fascia. (www.igd.com)
