French grocery giant taps Impiric for online launch in Paris

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PARIS--French grocery leader Carrefour has chosen Young & Rubicam-controlled direct marketing agency Impiric, Paris, to handle ads for the launch of its online shopping in the greater Paris area.

The grocer, which operates thousands of hypermarkets, supermarkets and convenience stores across France, tested the Ooshop.com venture in provincial areas earlier this year. It now hopes to conquer Paris, France's top market, home to one-sixth of the country's population.

Ads will focus on the convenience and simplicity of point-and-click online shopping at the Ooshop.com site. Carrefour currently offers 600 products online, from dry goods to fresh, refrigerated and frozen items. Clients have the option of picking up purchases at three central warehouse sites or receiving same-day delivery for about $11.

Rival grocer Casino has been testing its online shopping service (www.cmescourses.fr) in provincial cities since late 1998 and has also begun rolling out its service in Paris.

Copyright April 2000, Crain Communications Inc.

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