Prices, brands, recruitment…. the hypermarket giants are fighting it out on all fronts.
Michel-Edouard Leclerc said in an interview to Capital that “we are not obsessed in trying to overtake Carrefour, but according to indications from last month, we are now number 1 in France”. Yet whether Mr Leclerc likes it or not, the group is still behind their longterm rival with 19.7% market share compared to 20.3%. But they have never been so close. Florent Vacheret, editor in chief of Linéaires says that “whilst Leclerc was making the most of their click and collect points and low prices, Carrefour has been bogged down for a long time by centralised organisations and fluctuating commercial politics. But thanks to projects launched by Georges Plassat over the last two years, the group is back in the game”.
The price war continues as does the “made in chez nous” strategy with brands that are both valorising and profitable. The companies are also fighting over the best managers : Carrefour promises good pay and training, Leclerc promises responsibility and even fortune.