Christophe Geoffroy

Carrefour

TITLE: Director of European nonfood sales

LEADERSHIP: Geoffroy oversees the DVD category for the world’s second-largest retailer behind Wal-Mart. The France-based Carrefour continues to increase its importance in DVD as it aggressively expands across Europe, into Latin America and, notably, China, where studios are trying to establish a DVD foothold in a market overrun by piracy.

DVD is only a small percentage of sales for Carrefour, which like other mass merchants, has pushed low prices on the latest releases to draw in shoppers for other, higher-priced items.

It’s both a blessing and a curse for studios as the chain both helps increase worldwide DVD penetration and sales through its 12,000-plus storefronts while also pushing prices down.

Carrefour’s expansion into emerging markets, especially China, offers a key additional outlet for legitimate disc sales.

It’s a company that studios and suppliers are comfortable doing business with, since it understands both DVD and the Chinese market.

Being a European brand has helped Carrefour expand on its home continent, but industry watchers say the company has been smart about international expansion wherever it goes.

POV: “They’re really good at expanding in Europe. They are a European brand. Even Wal-Mart has struggled with (international) expansion,” says Amy Heller of research firm Media Control GfK. “Carrefour has done it well strategically. They look at the whole map as potential expansion, and they’re very good at (it).”

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