DIGITALISING CARREFOURS PAPER PROMOTIONS

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! 

Biography

Passionate about the digital world with a strong affinity for customer-centric approach, Mélody Coomans is in charge of marcom digital & e-commerce at Carrefour Belgium. She jumped into the retail industry 5 years ago after several experiences on the agency side, where she acquired a strong knowledge in digital and media strategy. Mélody puts customer's insights, data and creativity at the heart of every project. Her professional motto is "never come with problems, only solutions" !