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The beginning of the race for large retail chains to conquer a larger share of online commerce, especially food products, was announced. Yesterday, Carrefour announced the creation of a new unit, Carrefour eBusiness Brasil, which will consolidate the entire digital area of the company. To date, digital initiatives have been distributed in various departments of the retail network.
The president of Carrefour Brazil, Noël Prioux, said in a statement that the purpose of the new business unit was to accelerate the digital transformation of the group and achieve leadership in sales retail food products online.
In Brazil, online retailers less than 1% of total food sales and has the potential to grow. In China, it accounts for 30% of food trade and 12% in England.
Carrefour made its online food trade debut in October 2017, a year after moving to the non-food electronic retail sector. In the third and fourth quarters of 2018, e-commerce was the fastest growing retail segment compared to the same period in 2017 at Carrefour, according to the results report.
Paula Cardoso, leader of Carrefour Financial Solutions, at the helm of this new sector, will lead Carrefour Financial Solutions as president, a position she no longer occupies. . Since last year, Paula has also been responsible for the digital transformation program and has combined both functions.
The company does not reveal how much it will invest specifically in this new business unit. At the end of 2018, Carrefour announced that it would apply 1.8 billion rubles this year in the country, reaching 2 billion pesos. In January 2018, the Group reported that global contributions to digital technologies over five years would provide an increase of $ 2.8 billion.
Competition
In the second half of 2018, GPA's competitor had already adopted a similar approach to what Carrefour is doing now. "We have created a digital transformation space and have integrated the loyalty program, applications, innovation, interface with startups and e-commerce," said Peter Estermann, president of GPA, when from a recent interview with the state.
Although Carrefour indicates that one of the main objectives of the new unit is the management of the online retailer of food products, currently occupied by GPA, this unit will manage, in a model, the startups, applications and programs benefits, among other digital initiatives. similar to the one chosen by the competition.
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For the consultant Marcos Gouvêa de Souza, director of the group GS & Gouvêa de Souza, by creating a new activity going in this direction, Carrefour and GPA have chosen to give more attention and to improve their business. agility in this process. to accelerate the change. "The word of order today is not when and if scanning needs to happen." Digitization must be fast and fast, he says. He argues that consumers have changed the way they shop for all categories of products, seeking more convenience and digital channels. And networks need to adapt quickly to meet this demand.
According to Eugenio Foganholo, Business Development Consultant at Mixxer, the way Carrefour and GPA are investing in the retail sweep reveals that it's not enough to sell over the Internet. . "It takes a more systemic view that makes each process more and more technological and integrated to meet the needs of the consumer who is already digital." The information comes from the newspaper O Estado de S. Paulo
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