DIGITALISING CARREFOURS PAPER PROMOTIONS
15.35 - 16.00
Dave Froidcoeur
Head of Marketing Activations Hyper
Carrefour Belgium
Melody Coomans
Head of Marcom Digital & Ecommerce Manager
Carrefour Belgium
Retail sector has been grappling with the internet for the past decades, and a lot of progress has been made in optimizing online channels to improve the shopper journey. Yet as digital technologies advance, the shortcomings of the retail sector’s approach to the online world are becoming increasingly apparent.
At Carrefour we were challenged to Focus on the digitalization of the paper folder. Each week, tons and tons of paper are produced and distributed to the Belgian households trying to get those households into our stores. Retailers around the world have been looking for solutions to make the switch from paper to digital, still, there have been no huge success stories as yet.
At Carrefour, we have been looking for solutions to make this switch from paper to digital through multiple tests during this summer. Together with our partners (Capital data, Havas, Addretail, Social lab,...) we came to some conclusions.
And those conclusions are like our food habits...
Last year they reversed our food triangle... Paper is the meat of your dish. In the old days it was the main part of your meal. Paper or meat is still eaten , but serving it with a large side dish of digital tastes better and is a lot healthier!