Carrefour is rolling out a new initiative called “Carrefour des Générations” across its convenience stores. Designed to better meet the needs of older customers, it combines product adaptation, in-store services, and social activities. The initiative reflects the changing role of retail spaces in an ageing society.
- Carrefour launches Carrefour des Générations in its convenience stores to better meet the needs of senior customers through adapted product ranges, services, and in-store support.
- The programme includes tailored products, dedicated in-store signage, staff training, everyday services (home delivery, loyalty support, press services), and in-store activities.
- The initiative is part of a broader demographic shift and raises questions about the role of retail spaces in maintaining social connection, according to Filien ADMR and ADMR.
Adapting products and in-store services
Carrefour highlights a gradual transformation of its convenience store formats in response to demographic change. People over 60 represent a growing share of the population and already account for a significant portion of grocery spending in these stores. For this reason, Carrefour promotes the “Carrefour des Générations” programme, which includes a selection of products adapted to the nutritional needs of older adults and smaller households, along with dedicated shelf signage and improved in-store organisation to make products easier to identify.
Participating stores are also developing specific services, including home delivery for purchases over €50, in-store assistance, help with loyalty programme procedures, and access to everyday services such as press corners or post office counters. Store staff are also reportedly trained to better welcome and support older customers throughout their shopping experience.
Carrefour aims to put “service and humanity” at the centre
Carrefour states that it wants to place “service and humanity” at the heart of the customer experience. The retailer is focusing on adapting the shopping journey to the needs of senior consumers, who are becoming increasingly important for convenience store formats. Through “Carrefour des Générations”, the company is introducing four key initiatives co-designed with its most loyal senior customers:
- A selection of products “adapted to seniors’ needs,” with dedicated signage to make them easier to find in-store.
- Staff training to better support older customers in their shopping journey and everyday requests.
- Practical services such as free delivery from €50, assistance with loyalty programmes, and the presence of a La Poste counter.
- Social activities such as coffee gatherings or tasting workshops to encourage interaction and strengthen intergenerational ties.
According to the group, these measures aim to foster intergenerational exchange and help reduce social isolation among older adults.
A business that promotes social connections
Beyond commercial adaptation, the initiative also includes in-store events such as workshops, tastings, and meetings, presented as moments of social interaction and community building.
As highlighted by Filien ADMR in a LinkedIn post, similar initiatives have already been observed in France and abroad, where some retailers have developed dedicated spaces or services for older customers over the past several years.
People over 50 now represent a majority share of consumption, and ongoing demographic changes are reinforcing these trends. This shift raises broader questions about the role of local retail stores, particularly their contribution to social connection. It is also a dynamic that concerns home care and support services.
Published by the Editorial Staff on