With data marketing and generative AI, Carrefour is continuing its omnichannel revolution. By leveraging its app and rolling out ‘Santa Claus’ with the support of Converteo, the retailer is strengthening its leadership in connected commerce.
For several years now, Carrefour has been rolling out an ambitious omnichannel strategy, driven by extensive use of data marketing to optimise customer knowledge and improve the shopping experience. The retailer is relying in particular on the continuous development of its mobile app, whose performance in March 2024 is testament to its success. Compared to the previous year, registrations jumped 267% and 60% of new loyalty card sign-ups were made directly from the app. In addition, this omnichannel approach is helping to reduce the company’s carbon footprint, with an 80% reduction in the amount of paper used for catalogues, which are now mainly available in digital format.
Building on this momentum, Carrefour called on Converteo to launch ‘Monsieur Noël’, a generative artificial intelligence designed to help customers find the perfect Christmas gifts. Developed in just three months using an agile and pragmatic approach, this AI chatbot integrates seamlessly into the Carrefour ecosystem and guarantees a smooth experience across all channels: in-store, drive-through, e-commerce and mobile app.
Designed from the outset to be reused, ‘Monsieur Noël’ is part of a broader data-driven strategy. Carrefour is already planning to adapt this technology to other major events such as back-to-school, Black Friday, wine fairs and Mother’s Day. This long-term vision illustrates the brand’s commitment to using AI to offer personalised and innovative services throughout the customer journey.
Thanks to the constant enrichment of data from the app, Carrefour is strengthening its customer knowledge and can further refine its marketing strategies. For example, analysing purchasing journeys and interactions on the app makes it possible to personalise offers, optimise campaigns and implement effective marketing automation. By combining the power of data marketing with Converteo’s technological expertise, Carrefour continues to explore the possibilities offered by artificial intelligence and consolidate its leadership in omnichannel commerce. With a positive impact on customer satisfaction, commercial performance and the environment, the group’s strategy demonstrates its commitment to innovation in order to remain at the forefront of digital transformation.