Intermarché and Casino Group have announced a five-year strategic partnership focusing on purchasing, digital marketing and advertising services, and the food industry.
The partnership will see the retailers set up a central purchasing unit managed by Intermarché.
On behalf of its partners in France, the unit will negotiate the purchasing terms for mass consumer goods from leading international brands.
It will exclude private-label products, traditional agricultural goods and seafood, and well-known national brand products from small or mid-sized companies.
The retailers will also create another central purchasing unit for the non-food category, managed by Casino.
Its mission will be to negotiate purchasing terms on behalf of the two partners in France for technical products, paper items and textiles.
Outside of France, the partners will create an organisation to market international services to large industrial groups operating in their territories in Europe and Latin America.
The three agreements will cover a limited number of suppliers who are pivotal due to their size or geographical footprint.
For all other sourcing requirements, Intermarché and Casino Group will remain completely independent.
The companies believe that creating these three organisations will make Intermarché and Casino Group more competitive, and the alliance will ultimately benefit consumers.
In the digital segment, the companies will set up a joint venture to market a retail media offering to food producers and their agents in France.
This company will make it possible to benefit from an enormous volume of transactional data on digital media, leveraging technologies developed by RelevanC, Casino added.
RelevanC is a subsidiary of the Casino Group that develops service and targeting solutions that allow brands to unlock the full potential of their data.
These services are part of Intermarché and Casino Group’s joint response to the predominant position of global players operating in France.
A cooperation agreement between Intermarché and Casino Group will allow Agromousquetaires to compete for Casino Group contracts for supplying to its various private labels and thereby ensure a sourcing channel for products of French origin.
Agromousquetaires is the food industry component of the Les Mousquetaires alliance, whose plants are located in France.
Intermarché and Casino Group will submit these agreements to the French competition authority for negotiations in 2022.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.