Carrefour launches Xperiences: its data intelligence platform all about food consumption
Xperiences, Carrefour's new data intelligence platform, links its customer knowledge to knowledge accumulated by other French stakeholders in order to enrich their experience. As the first tangible outcome, Xperiences has formalised the launch of Foodlab, an exclusive programmatic data and media innovation in partnership with pure players Tradelab, Marmiton and 750g. Xperiences is in line with the group's aim to become a leading omnichannel player, as stated by Alexandre Bompard in the Carrefour 2022 plan.
Foodlab (food-lab.fr), a fully-fledged technology and marketing innovation, is a set of programmatically activated tools (data and media package) designed to transcend the distinction between the digital and physical worlds for food brands, optimising targeting, distribution and the way in which the impact of digital campaigns is measured.
With the emergence of online advertising, advertisers find themselves having to take up new challenges: targeting the right audience, sending them effective messages and measuring their actual impact on omnichannel sales.
In a bid to tackle these new issues, Carrefour, France's leading food retail leader, has joined forces with 750g and Marmiton, leading recipe websites in France, together with Tradelab, the leading proprietary programmatic platform, to develop Foodlab's media activation solution. This original organisation is designed to create new purchasing experiences for food industry brands, while at the same time increasing their market share.
The platform's added value lies in the intelligent analysis of all of the data collected by Carrefour – that's more than 150 million monthly transactions conducted in its stores by more than 14 million card-carrying customers – together with data from the Marmiton and 750g websites, which attract a total of 15.9 million unique visitors every month*, the lion's share of recipe fans in France. Thanks to the coverage provided by the three brands, Foodlab can decide on the best targeting and scripting to use with digital campaigns in order to improve their effectiveness and so increase their store sales.
“With Foodlab, Carrefour is joining forces with France's leading recipe websites, providing data that food brands can use to better understand their customers. This initial Xperiences packages in line with our aim to create a leading omnichannel universe that will benefit consumers”, says Marie Cheval, Executive Director for Customers, Services and the Digital Transformation.
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