Carrefour took full control of its end-to-endcouponing and promotion systems. By relying onits own business intelligence and analytics insteadof third parties, Carrefour can craft highly targetedcampaigns, execute them more rapidly and gaugetheir impact instantaneously. This new model also
provides more direct support for Carrefour’s
efforts to strengthen customer loyalty by creatinga common customer experience across all of itsretail formats.
Opportunity through Greater Insight
By tracking transaction history, Carrefour can leverage its in-house
analytics capability to determine not only which products customers buy,but also to which promotions they are most likely to respond. From this
information, Carrefour’s marketers can further glean
insights such as: whoare its most profitable customers; what products they purchased; and,perhaps most importantly, what products would they likely be willing tobuy if the incentive was right. A good example is a customer segment thatmay purchase organic food products, but has yet to try organic health andbeauty aids.
Intelligent Promotions Suite
enables companymarketers to craft a highly-sophisticated and targeted promotionalprogram to incentivize this subset of customers to try this or any other mix
But in the big picture, it is campaign execution capabilities that make theMaxxing solution truly stand out as first of its
kind. It isn’t just that
Carrefour is the first grocery retailer to perform its own targetedpromotions and couponing;
it’s also th
e unprecedented agility thatMaxxing gives Carrefour in executing promotional campaigns withinindividual store locations. When Carrefour wants to promote, for example,a certain brand of soft drink to a particular segment of customers (basedon their history of purchasing specific products), available promotionaltools include coupons for current use, coupons for use in latertransactions, and point-based incentives related to its loyalty program.
Once Carrefour’s marketers determine the optimal mix to ach
desired goal, these rules are defined in the
Maxxing Intelligent PromotionsSuite
and then propagated out to each of Carrefour’s stores where the
software automatically orchestrates the presentation of offers on acustomer-by-customer basis. Tri
ggered by the customer’s purchases and
the scanning of the loyalty card during the checkout process, Maxxing firstapplies its rules to determine which offers are available to the customer,then queries
Carrefour’s customer loyalty application to determine
pointbalances. Combining and processing this information, the Maxxingsolution then determines the optimal incentive and sends it back to POSterminals at the check-out counter. Maxxing then fulfills the offer by
printing the coupon, issuing the discount
and/or updating the customer’s
loyalty account, as well as automatically redeeming and reconciling theoffer.
The entire process takes less than 1 second to complete. Maxxing’s
ability to coordinate and deploy intelligent promotions through kiosks,mobile phones, Web sites, and hand-held devices attests to the flexibilityof its architecture.
Maxxing’s Intelligent Promotions Suite
deployed across itsFrench, Chinese, Taiwan, Turkey and soon Middle East stores, Carrefourgained control over and dramatically improved the effectiveness of itsmarketing capabilities. Operational efficiency is another result, evidenced
33,000 point of sale terminalsconnected worldwide.
20 million cardholders and 6 millioncoupons issued per day in France.
400 active campaigns and 2 millioncoupons issued per day in China.
3 month implementation with apayback period of around 1.5 years.
the Maxxing Intelligent
, we have aunique opportunity to be bothcustomer and product-centric inthe way we manage our targeted marketing campaignsacross our different store formats throughout the world
Gérard CastrieChief Marketing OfficerCarrefour France