CFAO brings Carrefour’s Supeco banner to sub-Saharan Africa

On April 27th, CFAO (Carrefour’s regional franchisee) brought the hard-discount Supeco banner to West Africa, opening a store in a former cinema in the Senegalese capital of Dakar. This marks the beginning of the strategic shift towards smaller stores and lower-income consumers that CFAO Retail CEO Jean-Christophe Brindeau spoke of in January (see our previous story).

The store is laid out in the style of a cash and carry, with goods merchandised on pallets and ceiling-high shelves (see photos below). Apart from FMCG, the store also sells some home furnishings and homewares, in addition to a limited selection of consumer electronics. However, the Dakar store is not the first Supeco outlet in Africa – Label’Vie, another Carrefour franchisee, launched the concept in Morocco during June 2018.

Pricing is very competitive in comparison to both traditional traders and Auchan, currently the dominant player in the Senegalese modern retail. In an effort to attract traditional traders, Supeco offers discounts for bulk purchases.

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