Purchasing power: Carrefour’s blocked prices, good deal or publicity stunt?

For several months, large retailers have been stepping up operations to fight against inflation. The latest? 100 prices blocked for 100 days in the Carrefour brandon private label products. The blond lenses thus amount to 99 cents on the distributor side, against 1.59 euros for a brand. For apple juice, it’s also 2 euros saved. “It is obvious that we will not come to impact [la] solution (…) of the prices blocked on the producers or on the suppliers. What we are impacting this shortfall on is our margins”ensures Stefan Bompais, customer experience director within the Carrefour group.

According to Oliver Dauversspecialist in mass distribution, it is above all a communication operation. “Somewhere, we have to reassure consumers that brands are fighting against inflation. However, 100 products compared to all that is sold in a hypermarket, between 30,000 and 40,000 everyday products, is ultimately a drop in an ocean which, despite everything, is under pressure from the inflation”he analyzes. The shelf boosts are expected to continue through the end of 2022.