Running head: RETAIL MANAGEMENT

Retail Management

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Table of Contents

Carrefour..........................................................................................................................................4

Customer Engagement Strategies................................................................................................5

Carrefour Retail Strategy.............................................................................................................6

Advantages and Disadvantages of Carrefour Strategy................................................................6

Achievements..............................................................................................................................7

Life Pharmacy..................................................................................................................................8

Customer Engagement Strategies................................................................................................9

Life Pharmacy Retail Strategy...................................................................................................10

Advantages and Disadvantages of Carrefour Strategy..............................................................10

Achievements............................................................................................................................11

BabyShop.......................................................................................................................................12

Customer Engagement Strategies..............................................................................................12

Carrefour Retail Strategy (150).................................................................................................13

Advantages and Disadvantages of Carrefour Strategy..............................................................14

Achievements............................................................................................................................14

Shoes4us........................................................................................................................................15

Customer Engagement Strategies..............................................................................................15

Carrefour Retail Strategy...........................................................................................................16

Advantages and Disadvantages of Carrefour Strategy..............................................................17

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Achievements............................................................................................................................17

References......................................................................................................................................19
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Carrefour

Carrefour is one of the biggest retail supermarkets in UAE and it is a French

multinational corporation focused on retail. Carrefour started in 1960 with a smaller startup and

spread its business throughout the different regions of the world. The Carrefour supermarket

deals in all types of items from cooking range to all daily life essential items and it is considered

as a one-stop-shop for every customer, where they can find all the necessary and required items

with ease. There are more than 43 Carrefour supermarkets and 28 Carrefour hypermarkets

situated in the UAE, and it is operated by more than 9.3k employees (Hemalatha and Sivakumar,

2010).

Figure Shows Carrefour Store UAE

Source: https://www.alamy.com/
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Customer Engagement Strategies

Carrefour uses a number of multiple strategies to engage the customer with its unique

promotion techniques to compete with its rival brands in the markets such as promotional

discounts, buy one get one free, black Friday and many other promotional techniques that gain

the interest of customer towards shopping with Carrefour and it's amazing, discounted rates in

UAE. These amazing discounts and promotion strategies allow Carrefour to attract customer and

satisfy their needs with its amazing promotional offer and provide them amazing customer

services which result in customer satisfaction.

Figure Shows Carrefour Discount Promotion

Source: https://www.carrefouruae.com/
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Carrefour Retail Strategy

Objective Setting: Carrefour has set its objective and goal to achieve customer satisfaction by

engaging them with its amazing, discounted rates as compared to other rival supermarket brands

in the market.

Situational Analysis: Carrefour always makes its retail strategy according to the demand

situation in the retail market by analyzing the current situation of the market.

Customer Analysis: Carrefour always analyses its customer and their various needs according

to the current market trend and works on those things to make the experience of customer more

improved than ever before.

Tactical Planning: The retail tactical planning of Carrefour is always based on gaining the

attention and interest of customer with its promotional discounts.

Customer Satisfaction: The Carrefour always satisfy its customer by identifying their needs and

showing flexibility in its rates, availability of items and much more.

Implementation and Control: Carrefour implement its promotional strategies very carefully

according to the demand of the situation and controls them according to their budget as well.

Advantages and Disadvantages of Carrefour Strategy

As by the retail strategy of Carrefour, the customer always looking for some discounted

rates as compared to other supermarkets and always compare prices when they buy products

from any supermarket. So, if they have a lower price as compared to other brands and additional

providing promotional discounts, so there is no doubt, the customer will shop with Carrefour
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instead of other rival brands in the market. The main disadvantage of the Carrefour strategy is

that if the strategy introduced at the wrong moment, it could cause serious loss to Carrefour in

term of the financial crisis.

Achievements

Carrefour is making the experience of customer more improved and better as compared

to other supermarket brands in the market with its promotional discount by providing a one-stop-

shop for every item, discounts, lower rates, which is resulting in the achievement of customer

satisfaction engagement and returning of customer again and again.

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Life Pharmacy

Life Pharmacy had commenced its journey as a retail pharmacy group in 1996 with a

strong vision to grow over the last twenty years. Life pharmacy is one of the leading pharmacies

in the UAE and offering all types of drugs, supplements, and a complete range of pharmaceutical

items to their customers (Hamoudi et al., 2011). Starting with just a single store, life pharmacy

has grown to operate over 200 retail outlets throughout the UAE consisting of Pharmacies,

Healthcare Hypermarkets, Health and Wellness stores catering to an average annual customer

base of more than ten million walk-ins!

Figure Shows Life Pharmacy Dubai

Source: https://www.thespringssouk.com/
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Customer Engagement Strategies

The life pharmacy is engaging their customer by various strategies such as availability of

each and every item related to pharmaceutical needs such as drugs, medicines, supplements etc.

The company is ensuring the availability which is resulting in making their compliance more

improved and better as compared to other pharmacies in UAE. Furthermore, the Pharmacy is

offering promotional discounts and following all the health-related necessary guidelines by the

government to protect the drugs from atmosphere damage, which is creating a feeling of trust

between customer and pharmacy.

Figure Shows Life Pharmacy Promos

Source: https://www.lifepharmacy.com/
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Life Pharmacy Retail Strategy

Objective Setting: The Life Pharmacy has set its objective to provide quality and healthy

medicines that can protect their customer from health-related diseases at affordable price.

Situational Analysis: The Life Pharmacy always analysis the trending situation of the market

and ensure the availability of every pharmaceutical drug or item, so that customers always come

with trust to get that item without hassle.

Customer Analysis: The Life Pharmacy always analyses its customer and their different

behaviour to show support and their accountability towards their customers.

Tactical Planning: The tactical planning of life pharmacy is based on the availability of all the

items with a wide range of variety from local pharmaceuticals products to international products.

Customer Satisfaction: The customers of Life pharmacy is always satisfied since their strategy

of availability of all the items worked very well and customers always come with trust.

Implementation and Control: The pharmacy is implementing the strategy of ensuring the

availability of every pharmaceutical from drugs to supplements and controlling their availability

in stock as well.

Advantages and Disadvantages of Carrefour Strategy

The advantage of Life pharmacy retail strategy is that they are ensuring the availability so

the customer will never be bothered and always come again with the trust of getting their desire

pharmaceutical items. The main disadvantage of this strategy is that it requires a lot of financial

budgets to make available each and every item in stock with a large quantity.
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Achievements

Life pharmacy is achieving its goals by making its pharmacy a one-stop shop for all the

pharmaceutical-related items and selling its products with extra discounts and at competitive

rates, which is resulting in customer satisfaction and improving their experience as well.
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BabyShop

Babyshop is a children's retail store and the first company under Landmark Group. The

company serves 19 countries with over 235 stores and has over 4.8 million customers. The store

focuses on children's products for ages 0 to 16 and sells major brands including Barbie, Disney,

Philips AVENT, Fisher-Price etc. In 1990, Babyshop expanded to the UAE with its first store in

Sharjah. In 2005, the company increased its focus on child safety and began raising awareness

(Aarti Nagraj, 2014).

Figure Shows BabyShop Dubai

Source: https://gulfbusiness.com/

Customer Engagement Strategies

The customer engagement strategy of BabyShop is that they are making their store a one-

stop-shop for all the baby items needed by mothers in one place with a quality guaranteed

product at a reasonable price. The one-stop-shop strategy of BabyShop is making them popular
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around the world and resulting in engaging customer especially the mothers who don’t have time

to search for every item in the market. The company is providing the guarantee of quality

products, which is resulting in making the BabyShop a trustful quality brand in the market.

Figure Shows BabyShop Promotional Discount

Source: https://www.offeraty.com/

Carrefour Retail Strategy

Objective Setting: The main objective of the BabyShop is to provide guaranteed quality

products to their customers and making their shop a one-stop-shop for all baby items.

Situational Analysis: The BabyShop always keep an eye on the trending fashions and latest

products in the market and to introduced them first before rival brands in the market to lead the

business.
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Customer Analysis: The BabyShop always analyze their targeted customers and their needs, to

ensure the quality of the product that can build trust between customer and the company.

Tactical Planning: The major tactical planning of the BabyShop is to prefer quality over price

to build trust between their customers, so they can shop again and again with a trustful heart.

Customer Satisfaction: The products quality of BabyShop always satisfies its customer due to

its durability, safety and reasonable price.

Implementation and Control: The BabyShop always control its quality to keep the trust

between customer and company by implementing various quality testing of products.

Advantages and Disadvantages of Carrefour Strategy

The main advantage of the retail strategy of the BabyShop is that customers always trust

them because their quality of the product is never compromised. However, the disadvantage of

this strategy is that the BabyShop can not sell its product at cheaper costs since quality testing of

products required additional financial budgets.

Achievements

The BabyShop is achieving their goals in a manner like that since their customers are

satisfied with their best quality, which shows a good experienced and additionally they are

providing high-quality products at a reasonable price with the complete range in baby items from

age 0 to 16.
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Shoes4us

Shoes4us has been a leading footwear brand across the UAE & Oman, for well over 18

years now, and houses the latest trends for style-conscious people. They are focused on bringing

a style that marries fashion with comfort. The stores carry a complete line-up of footwear for

everyone, who is looking for a good quality shoe (Dubai Faqs, 2018).

Figure Shows Shoes4us Store Dubai

Source: http://www.safeergroup.com/

Customer Engagement Strategies

The customer engagement strategy of Shoes4us is that they are focused on providing

quality, long-lasting, comfortability with the latest trending designs in the market. These unique

features of the Shoes4us results in gaining the attention, interest, and desire for shopping with

them and it is one of the trusted shoe brands in the market.

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Figure Shows Shoes4us Promotional Sales

Source: https://in.pinterest.com/

Carrefour Retail Strategy

Objective Setting: The main objective and goal of the Shoes4us is to provide quality with

comfortability in footwear items at a reasonable price.

Situational Analysis: The company always analysis the market situation and frequently

introduces discounted promotional offers to keep the customers attracted.

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Customer Analysis: The Shoes4us analysis the needs of the customer in term of quality, design

and reasonable price to offer the best thing as compared to other brands.

Tactical Planning: The tactical planning of Shoes4us is that they are marrying the fashion with

comfortability in footwear items so that customers always trust the quality of the brand.

Customer Satisfaction: The long-lasting and durable design of the Shoes4us always satisfies

their customer and make them shop again.

Implementation and Control: The company controls the quality of shoes by implementing

checking each and every pair so that the customer will always be satisfied with the final product.

Advantages and Disadvantages of Carrefour Strategy

The main advantage of this strategy is that the customer will never be disappointed and

recommend this comfortable and long-lasting shoe brand to other customers. However, the

checking and balance of each and every pair may require additional costs that result in an

increase in shoe price.

Achievements

The achievement of Shoes4us is that they are fulfilling the needs of customers with their

wide variety of trending design in footwear items in all categories, so they don’t have to go to

multiple shops. In addition to this, the quality of the shoes is making the customer experience

more improved at a reasonable price.

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References

Dubai Faqs (2018) 'Dubai shopping malls, Dubai Faqs.

Hamoudi, N. M. et al. (2011) ‘Pharmaceutical consultation in UAE community pharmacies’,

Indian Journal of Pharmaceutical Sciences. DOI: 10.4103/0250-474X.95621.

Hemalatha, M. and Sivakumar, V. J. (2010) ‘Hyper Market Industry in Dubai – an Evaluation

Using Ahp Technique’, The International Journal of Applied Management and

Technology.

Aarti Nagraj (18 February 2014). "Babyshop To Open 15 New UAE Outlets By 2016". Gulf

Business. Retrieved 11 August 2015.