Carrefour opens Middle East customer insights to suppliers

Dan Berthiaume
Senior Editor, Technology
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Miguel Angel Povedano, chief commercial officer, Majid Al Futtaim

Carrefour’s franchisee in the Middle East, Africa and Asia is deploying a customer insight platform to drive store- and supplier-level improvements.

Majid Al Futtaim, a United Arab Emirates-based holding company that franchises Carrefour stores across seven countries in the region, is rolling out the web-based dunnhumby Shop CRM solution to gain a deeper understanding of Carrefour’s customers and translate these insights into action. Based in France, Carrefour operates and franchises hypermarkets across the globe.

In addition to making store-level decisions based on shoppers' needs, the company intends to obtain key category insights that enable it to quickly and accurately monitor and act on performance trends, driving incremental sales growth and loyalty. Carrefour’s regional suppliers will also have access to these shopping behavior-based insights, with the goals of facilitating more effective collaboration and helping them optimize innovation and brand marketing strategies.

Majid Al Futtaim began a digital transformation program in 2017. The company is transforming its operations to become prominent digitally as well as physically, adopting an integrated omnichannel approach designed to ensure consumers' needs are consistently met. 

"As part of our long-term vision, this partnership will enable Carrefour to take a truly data-driven, 'customer-first' approach, ultimately delivering a more relevant customer experience,” said Miguel Angel Povedano, chief commercial officer of Majid Al Futtaim. “As the first retailer in the region to offer suppliers access to such comprehensive insights, we believe it is important to work more closely with suppliers for their success, and we're excited about the opportunity to forge stronger and more reliable relationships within our network, using a shared customer understanding to co-create category plans that drive mutual growth."

“dunnhumby Shop will support the transformation of Carrefour data into an insights platform, enabling suppliers to collaborate more effectively with Majid Al Futtaim on delivering a better shopping experience for loyal Carrefour customers,” Guillaume Bacuvier, CEO of dunnhumby.