Experian successful geomarketing tool to support Carrefour Belgium expansion plan

Client

Carrefour Belgium is the leader in the mass retail distribution sector in Belgium. Today, Carrefour Belgium has over 600 stores:
• 56 Carrefour hypermarkets
• 375 GB supermarkets
• 178 Express stores

Mission

To pursue expansion while staying profitable and complying with the Carrefour Group’s brand strategies

Solution

MapGIC Market Simulator application able to:

• Simulates point of sales opening using new statistical modeling
• Evaluate potential turnover
• Foresee market entree impact on local stores
• Assess the risk of cannibalization

Benefits

Thanks to the MapGIC Market Simulator application designed by Experian, Carrefour Belgium can benefit from an in-house decisionmaking tool that allows estimation of the potential return on investment for each of its existing points of sales and future expansion projects.

Results are quick and easy to obtain, and objective and reliable. They take into account the potential of the local market, the competition and the risks of cannibalisation, and are based on modelling and expertise. In addition, Carrefour Belgium’s Study Department can edit the results to integrate them with their knowledge of local conditions in each project.

Thanks to this ongoing long term collaboration, characterized by a high service and performance level, Carrefour Belgium has been able to open more than 25 stores each year in the past 4 years, all based on studies carried out with Experian tools.