Carrefour upgrades Brazilian hypermarkets
Consolidating its position as the second retailer in Brazil, Carrefour has satellite-enabled and upgraded its digital-signage systems at its 108-strong chain of hypermarkets across the country.
The satellite feed, provided by Hughes Network Systems, will help the chain in its global drive to standardise its brand presence across a rapidly-expanding retail empire, although there are no current plans to install fully-fledged screen-media systems in Carrefour’s 350-plus supermarkets and other stores in Brazil.
Carrefour says that the hypermarket system is especially useful in Brazil, where an estimated 15m citizens cannot read or write, which means that signage communications are arguably more important than conventional media advertising. “All of our hypermarket sites will get a standardised feed of signage content via satellite and will also be able to relay stock and other information via the bidirectional system,” a spokeswoman said.
Content will be handled by CerejaPRN, a joint venture of Premier Retail Networks, the Thomson subsidiary, and Cereja Digital, the well-established Brazilian digital-signage firm.
Carrefour has been in Brazil for 33 years and has invested heavily in the country’s media, establishing a brand presence by sponsoring TV celebrity presenter Ana Maria Braga, who is well-known for promoting the company’s Garantia de Origem range and organic produce.
Cardholder promotions
“In the last five years, the company has diversified considerably with a presence in petrol forecourt retailing, as well as 50-plus pharmacies and a chain of travel agencies across the country,” said the spokeswoman.
“With the digital-signage system we plan to promote the company’s image, as well as implement a number of promotions to our 5m-plus Carrefour cardholders in Brazil,” she added.
According to Carrefour, most of its hypermarket sites are open 24 hours, so the system will allow the company to coordinate its promotions nationally on a time-of-day and day-of-week basis.
The company’s main rival in Brazilian retail, CBD, is reported to be planning to upgrade its in-store digital-signage systems later this year.
www.cerajadigital.net
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