Carrefour opens customer base to personalized marketing

Dan Berthiaume
Senior Editor, Technology
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A French retail giant is saying “oui” to providing suppliers with direct, targeted access to its shoppers. 

The Carrefour Group is launching Carrefour Links, a platform designed to enable its CPG vendor companies to create more personalized and relevant experiences, both in-store and online. Rolled out as part of the larger Carrefour 2022 three-year technology transformation plan, the platform is based on solutions from three Carrefour partners - Criteo, Google, and LiveRamp.
Carrefour Links is intended to help partner companies measure their end-to-end marketing campaigns, from advertising to in-store transactions. Specifically, the platform is designed to streamline four steps in brand promotions: capture (find new customers and prospects), convert (make the experience smoother to improve omnichannel conversion throughout the customer journey), converse (develop lasting customer relationships), and comprehend (gain a 360-degree view of the customer purchase journey).

Many U.S. grocery and CPG retailers, including Ahold Delhiaze USA, CVS, Walmart, and Kroger, are also providing brand advertisers with direct access to customer data for enhanced personalization.

To ensure customer consent, Carrefour has set up a Content Management Platform (CMP) which allows the monitoring and authentication of consent given by customers on their browsing data. The CMP ensures that the navigation data used complies with current regulations and respects the wishes of customers. Consumers can also manage their consent on the Carrefour e-commerce site, or by request.

Carrefour asks its customers for their explicit and informed consent for the use of cookies on its site. If a customer chooses the “continue without accepting” option, they will no longer be able to receive personalized offers outside or on Carrefour group sites. They will continue to see only non-specific advertising formats on the Carrefour group's sites, which will be displayed randomly.