Carrefour, which Majid Al Futtaim owns the exclusive rights to operate in Georgia, remains a benchmark for outstanding customer service and community engagement. As the brand transitions into the new season, we had the opportunity to speak with Jerome Akel, the Country Manager of Carrefour Georgia. In our discussion, Akel shared valuable insights into the company’s strategic initiatives, upcoming campaigns, and franchise opportunities, offering a clear view of how Carrefour plans to expand its market presence and further its commitment to customers and local communities.
Mr. Jerome, could you provide an overview of Carrefour Georgia’s key initiatives for the upcoming months?
As we transition from summer, our primary focus is on preparing for what comes next. During the summer months, people often travel for vacations, so our efforts are geared towards supporting them upon their return. This includes helping families and individuals transition back to their routines, particularly as they prepare for the school year.
What are the main highlights of Carrefour Georgia’s Back to School campaign this year?
This year, we have significantly intensified our focus on the Back to School campaign. Unlike last year, when we combined our anniversary celebrations with Back to School activities, we have opted to dedicate our efforts exclusively to this campaign. Our goal is to be a key support resource for our customers in September as schools resume and families restock their homes. We are offering exceptional deals on electronics, stationery, school bags, and food. We understand that September is a critical time for families, especially those with children, who are particularly vigilant about their spending.
What types of school supplies and educational products are featured in this year’s Back to School promotions?
Our Back to School promotions feature a comprehensive range of school supplies available across all our locations. With over a hundred stores, even our smaller Carrefour outlets are well-stocked with essential items. From school bags and stationery to pens, pencils, pencil cases, and bottles, we offer these products at highly competitive prices. For example, notebooks are available for less than 3 GEL, and school bags can be purchased for under 5 GEL. Additionally, we offer attractive deals on mobile phones and laptops, with some models priced around 800 GEL from reputable brands. Our selection also includes tablets starting from 199 GEL, providing a range of options to suit different needs and budgets. We believe these offerings will provide substantial value for families.
Could you provide details about the drawing competition for children? What are the participation guidelines and rewards?
We are pleased to announce a drawing competition as part of our Back to School campaign. Running from August 21 to September 12, this competition invites children to draw their ideal school and submit their artwork at any Carrefour hypermarket. Each participant will receive exciting school-related gifts from Carrefour. This initiative not only celebrates creativity but also underscores our commitment to enriching the back-to-school experience for families. We are looking forward to showcasing the creativity of our young customers and rewarding their efforts with these special gifts.
How has Carrefour incorporated feedback from past Back to School campaigns into this year’s offerings?
Carrefour has actively incorporated feedback from past Back to School campaigns to refine and enhance this year’s offerings. We have carefully reviewed customer input regarding product selection, pricing, and shopping experience. This year, we have expanded our range of school supplies based on popular demand, ensuring that we offer a broader selection of high-quality and affordable items.
Additionally, we have streamlined our in-store layout to make it easier for customers to find what they need quickly and efficiently. We have also leveraged partnerships with well-known figures, such as Georgian football players, to increase engagement and visibility. Our focus on competitive pricing has been informed by feedback on customer spending habits, particularly during the back-to-school period. By addressing these insights, we aim to provide a more tailored and satisfying shopping experience that meets the needs of families and students.
With Carrefour’s 12th anniversary in the Georgian market approaching, what specific events or activities are planned for the celebrations? What can customers expect?
With the coming of Carrefour’s 12th anniversary in the Georgian market, we have planned an array of exciting events and activities to mark this significant milestone. The celebrations will officially begin in the latter half of September, strategically timed to follow our Back to School campaign, ensuring a seamless experience for our customers, without any overlap.
Throughout the month, we will showcase over a thousand items with substantial discounts of up to 60%. This extensive range will include a variety of products such as food, frying pans, televisions, washing machines, textiles, and many other household essentials. Our goal is to offer exceptional value across a broad spectrum of categories, reflecting our appreciation for our customers’ loyalty over the years. In addition to these discounts, the month will be filled with additional surprises and special promotions. While we are keeping the specifics under wraps for now, customers can expect a series of exclusive offers and engaging activities designed to enhance their shopping experience. We encourage everyone to stay tuned to our social media channels, where we will regularly unveil updates and details about these exciting offers.
What are some of the most significant milestones Carrefour has achieved over the past 12 years in Georgia?
Over the past 12 years, Carrefour has celebrated a series of significant milestones that underscore our substantial growth and enduring impact in Georgia. Today, we proudly employ over 3,090 individuals, with nearly all of our workforce—approximately 99.8%—being Georgian. This high level of local employment reflects our deep integration into the Georgian economy and our commitment to contributing to the community.
Carrefour has been enthusiastically embraced by Georgian society, establishing a robust presence across the country. Our footprint extends well beyond Tbilisi to key cities such as Batumi, Kutaisi, Gori, Zugdidi, Telavi, Poti, and Marneuli. This widespread presence highlights our dedication to serving customers throughout Georgia and adapting to regional needs.
Looking ahead, we remain committed to further expanding our reach into additional regional areas. We are actively responding to strong local demand and continue to seek opportunities to enhance our service and offerings in communities across the country. This ongoing expansion aligns with our mission to provide exceptional retail experiences and support local economic development.
What are the key advantages for entrepreneurs interested in becoming Carrefour franchisees in Georgia, given Carrefour’s 12 years of experience in the market?
Carrefour’s extensive experience allows us to manage a variety of store sizes and formats effectively. Larger store formats provide more opportunities for diverse product offerings, events, and customer engagement. We are focusing on expanding through local partnerships and franchises, leveraging our proven business model. We seek Georgian entrepreneurs who either own existing stores or wish to operate new Carrefour-branded stores. This approach helps maximize their investment and connect with our customer base.
Can you outline the process and requirements for someone interested in opening a Carrefour franchise?
Interested parties can apply directly through our website. We carefully evaluate potential locations to ensure that investments are well-spent and that franchisees achieve a good return on their investment. It is crucial for us to maintain competitive pricing for our customers, so we work to ensure that our franchise partners successfully implement Carrefour’s commercial strategy.
What types of support and resources does Carrefour provide to its franchisees, particularly in terms of training and operations?
Carrefour offers comprehensive support to franchisees, including access to products, promotions, and our communication and loyalty programs. Training and operational support are vital to ensure consistency between Carrefour branches and franchise locations. We work closely with franchise partners, providing team training and commercial support as needed.
How does Carrefour evaluate the potential of various regions in Georgia for new franchise locations?
While location is important, the entrepreneur’s capabilities are crucial. We assess their ability to build a team and engage effectively with customers. Based on these factors, we use specific tools to evaluate and differentiate locations to identify the most promising opportunities.
Is there anything else you would like to add about Carrefour Georgia’s current campaigns, anniversary celebrations, or franchise opportunities?
As Carrefour Georgia continues to advance with its current campaigns, anniversary celebrations, and franchise opportunities, we want to emphasize our ongoing commitment to nurturing talent and expanding our team. We are actively seeking motivated and skilled individuals to join us in opening new stores and working closely with our partners. We offer a range of career opportunities that come with competitive remuneration packages and accelerated career development paths. Whether you are embarking on your professional journey or contemplating a career change, Carrefour provides a dynamic environment where you can thrive. We are dedicated to helping you unlock your potential and grow within the retail sector. If you are passionate about retail and eager to be part of a leading organization, we encourage you to reach out to us. We are enthusiastic about welcoming new talent and look forward to supporting your career aspirations as we continue to expand and enhance our presence in Georgia.
Interview by Kesaria Katcharava
