The personalized E-catalog
According to Frédéric Preslot, several factors justify the shift towards digital brochures. “When we stopped distributing paper catalogs in mailboxes during the first tests we conducted in 2021, we immediately felt that the landing page of the catalogs and our e-reader would be a key issue because this is where we naturally redirected all our customers.”
E-catalog is a response to customer demand for personalization.
Since September 2022, Carrefour has been offering its customers a personalized weekly promotional offer. Every week, an e-catalog is automatically created. Each customer receives by email a link to an e-catalog created to meet their needs: on the first and second pages, they find 8 to 12 units of relevant needs adapted to their purchasing habits.
Personalized e-catalog reaches 3 million people
The number 3 million is an average; there are weeks with 4 million and others with 2.5 million. If no relevant offer exists, the customer’s catalog is not personalized: there is no false personalization. Each week, Carrefour customers discover via email whether the e-catalog is personalized or not.
Rodolphe Bonnasse : “Aristid’s technological device really allows us to produce in a 100% automated way without any friction, without any manual or human action on the part of Carrefour’s teams.”
“Customers want to be told about their store, their store’s prices and their store’s stock.” says Frédéric Preslot
The scale of the technological challenge :
On the one hand, there are 500 and 800 promotional offers, and on the other, 14 million customers and over 4000 stores with the capacity to accommodate different prices. The number of options available is considerable. It’s impossible to imagine a personalized e-catalogue without a super-industrialized technological base.
Frédéric Preslot : “We asked our customers to rate their experience on the traditional e-reader with the classic catalog. Then we asked them the same question when they received the personalized catalog, and we gained 17 NPS (Net Promoter Score) points. We even went so far as to double the click-through rate.”
The click mail rate is multiplied by 2 when the leaflet is personalized
Rodolphe Bonnasse : “The paper leaflet meant we had to have a national price. But this type of system allows us to have commercial agility both in terms of performance with customers and also in terms of negotiation or even margin calculation or management with your network.”
What’s next? Personalized e-catalogs also enable Carrefour to be more agile in terms of pricing, negotiation and margin control, which could make it possible to have different promotions and promotional prices in different locations: Marseille, Bordeaux, Toulouse, Lille or Strasbourg.