Carrefour has opened a drive pop-up store in the beach resort of Knokke, Belgium. The retailer has arranged for promoters to roam the beach and collect orders via tablets. Shoppers can redeem the groceries until 0830 PM, on their way home. Carrefour has also set-up a dedicated website at summerdrive.be which advertises the promotion and re-directs shoppers to drive.be, the official portal for the drive service.

Carrefour is thus efficiently promoting its click-and-collect capabilities in one of the most suitable settings for leisure. The initiative follows a series of format innovations like the online pop-up store launched during the 2014 World Cup as well a new supermarket concept that features technological aids for shoppers.