Retail - 2020 General Overview
Retail Transformation Program
Thanks to holistic transformation programs executed by Sabancı Holding retail companies - including New Generation Market of Carrefoursa and Teknosa of the New Generation – successful operational results were achieved in 2020.
Carrefoursa improved both its product range and service approach in line with the data obtained through CRM activities and enriched customer experience measurement data.
Teknosa prioritized CRM and data analytics efforts to redesign the systematic processes to be customer-oriented and lean, and to provide customers with the best experience. In line with these efforts, Teknosa improved its customer satisfaction and operational efficiency.
Global pandemic adversely affected economies, sectors and the retail sector all over the world. Besides, the food retail industry, in which Carrefoursa operates, worked uninterruptedly to meet the basic needs of consumers and continued its strong growth. With the transformation in education, economy and social life, and the acceleration of digitalization, technology needs became indispensable in this process. The increasing demand of consumers affected the sector where Teknosa operates positively.
The organized food retail market grew 27.3% compared to the previous year and reached a volume of TL 174 billion. The technology products market reached a volume of TL 89 billion with an increase of 37.8%.
Priorities in 2020
Both companies attached importance to the health of their employees, customers and society and implemented health and safety measures at the highest level since the outbreak of the pandemic. Teknosa and Carrefoursa put all guidelines of the Ministry of Health and the Ministry of Interior into practice to the fullest extent by constantly disinfecting its stores, distributing masks and health kits to its employees and offering services in compliance with social distancing measures.
Ensuring that everyone reaches their vital needs such as food and hygiene products, Carrefoursa continued its services through its stores and online channels without interruption. Teknosa became the first technology retailer that closed its stores in accordance with health measures. Between March 22 and June 1 when Teknosa stores were closed and in times when measures were taken, Teknosa continued its seamless services via teknosa.com and mobile application.
In line with the Sabancı of New Generation vision, Carrefoursa continued its transformation efforts in 2020. As a result of investments made in digitalization for a long time, Carrefoursa’s online market can be accessed on the web and on mobile devices. Reaching 6 million visitors today, the online market mobile app was downloaded for more than 150 thousand times. The number of monthly orders placed via the app reached 200 thousand. In this context, new services such as “Priority Delivery,” “Hotline Order” and “PickUp in Store” were made available to the customers.
Carrefoursa examines customer purchasing habits by analyzing data obtained through Carrefoursa membership cards and offers its customers convenient campaigns in line with their expectations.
In Teknosa, new processes have been introduced to analyze the data with artificial intelligence algorithms and to optimize the customer experience. As of the end of 2020, there are 17.5 million individual customer data at Teknosa. In order to offer consumers the right product mix at the right locations, acquire new customers, increase the productivity of stores, making dynamic pricing, stock and expense optimization, reaching turnover and profitability targets; data-based analyzes were developed and operational efficiency has been increased.
Within the scope of rising online shopping trends, Teknosa developed web-chat, WhatsApp and telesales applications to provide one-on-one service to customers. Launching the first video-chat application in the Turkish organized retail market,
Teknosa provides store experience in the virtual platform. Additionally, Teknosa made a difference in the sector with same-day and next-day delivery services in over 40 provinces.
Dedicated to supporting domestic producers, Carrefoursa procures the right product from the right producer and offers these products with the right pricing policy in line with its new communication strategy “Doğrusu Carrefoursa’da” (Right Choice at Carrefoursa).
In order to include esteemed entrepreneurs of Turkey to its market chain, Carrefoursa initiated a franchising system. Within the scope of the system, franchises of Mini and Super formats were granted and it is aimed to reach a total of 100 franchises by 2021.
Aiming to offer the freshest vegetables and fruits from the field at the most affordable prices, Carrefoursa collaborated with the Ministry of Agriculture and Forestry, General Directorate of Agricultural Enterprises (TİGEM) and General Directorate of Agricultural Research and Policies (TAGEM) in 2020. Carrefoursa supports producers with Turkish seeds and ensures that the safest products are brought to the stores by inspecting the production process. Offering veterinary inspected 100% domestic red meat to its customers, Carrefoursa increased its red meat sales by 26% in 2020. Supporting sustainable fishery, Carrefoursa cooperates with farms, where every process is controlled. Carrefoursa offers different fish species in its stores during the fishing season with the Aquaculture Platform it has established in Gebze
Performance in 2020
Thanks to the progress achieved in digitalization and customer-focused transformation with the motto “Teknosa of New Generation,” Teknosa maintains its healthy and continuously rising performance. Despite a difficult year shadowed by the effects of the pandemic, the 2020 turnover of Teknosa grew by 36% compared to the previous year to TL 5.6 billion. Teknosa’s net income rose to TL 85.3 million from a loss of TL 148.6 million - achieving an increase of TL 234 million.
Teknosa’s online channel, teknosa.com also had a very successful year by making a difference in service quality. In the second quarter of the year, when the stores were closed for 2 months due to the pandemic, record growth of 580% was achieved in online sales. Teknosa’s online revenues grew 3.6-fold annually to exceed TL 1 billion. An increase of 40% was achieved in terms of the number of visitors. As a result, the share of online sales in retail sales reached 19%.
Offering services through 211 stores in 68 cities in addition to teknosa.com and mobile platforms, Teknosa is the most widespread technology retail company in Turkey. The Company welcomed nearly 175 million visitors in its stores and teknosa.com throughout the year.
As of 2020, Carrefoursa boasts a network with 525 thousand m2 total net sales area consisting of 30 Hypermarkets, 389 Supermarkets, 28 Gourmets and 228 Mini and 24 franchise markets and recorded a turnover of TL 7.9 billion.
Carrefoursa has a market share of 4.52% (Modern Trade FMCG market share) and a turnover per square meter of TL 15.5 thousand, with an increase of 21.1%. Closing the year with a total of TL 183 million in investments, Carrefoursa has become a brand that provides 500 thousand people on a daily basis with products and services with its customeroriented approach and 170 million customers have shopped from its stores in total. Currently, Carrefoursa has 11,032 employees. Sabancı Holding share at Carrefoursa is 57.12%.
2021 Priorities and Industry Strategy
Teknosa will focus on providing its customers with a comprehensive and endto-end experience to meet their increasing technology needs due to the acceleration of digitalization. In this context Teknosa’s priorities are to improve the e-commerce channels, develop new applications where online and physical experiences are blended, offer innovative products and services in line with the expectations of customers and to evaluate alternative channels and business models in the coming period. Teknosa plans to use data analytics effectively and increase the value it creates for its stakeholders by investing human resources and technology.
With the New Generation Market vision, Carrefoursa aims to continue digitalization and provide customers with more access to the online market through all digital channels. Carrefoursa also aims to meet the shopping needs of its customers with new generation services, open 100 new markets in one year with franchising method, maintain its support to the domestic producers and to provide consumers with the right product at the right price.