Carrefour broke new ground by engaging in the marketing of local products like pineapple Bonoua (south-east), yam of Bondoukou (east), rice Danané (west), tomato or outfits designed by local seamstresses. This choice has required the signature of 170 distribution contracts with producers and suppliers of Ivory Coast.
“We try to be part of the local economy by participating in its modernization. For more we import, we find less quality products, “notes Xavier Desjobert, Managing Director of CFAO-Retail.
He added that Carrefour does not implement them to take market share from professionals. The target is not the upper class. “We are here to offer Abidjan of the emerging middle class [10-20% of the population of Abidjan] to return to the logic of modern commerce, explains Xavier Desjobert. Regarding the prices it is important to say that on the most sensitive products, it is able to have prices that are competitive with the prices of traditional markets. ”
According to him, Playce Marcory, which employs 550 people, is the first in a series of dozens of shopping centers that will be opened in eight African countries (Cameroon, Cote d’Ivoire, Gabon, Ghana, Republic of Congo, Nigeria Democratic Republic of Congo and Senegal). In Abidjan, the second center is scheduled to open late 2016, near Bingerville northeast of the Ivorian economic capital.
But, at the official opening ceremony of the center, in presence of the Head of State, Alassane Ouattara, the Ivorian trade minister Jean-Louis Billon warned: I will personally ensure that healthy competition rules are respected among all brands. With a sales area of 3200 sqm, a shopping arcade of 55 shops, including a dozen major international brands, a food court with 400 seats and parking for 500 cars at a cost of about 60 million Euros.