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Carrefour: From Mass Promotions to Personalized and Gamified Challenges
33% Personalization Responsible for ⅓ of all Carrefour app traffic
The Challenge
Faced with the high distribution costs and limited profitability of traditional mass promotions, Carrefour set out to transform its promotional strategy.
Under the leadership of CEO Alexandre Bompard, the retailer sought to accelerate its transition towards a digital, one-to-one personalized promotions model.
The Solution
Carrefour adopted Eagle Eye’s AI-powered Personalized Challenges solution to turn this ambition into reality with Challenge Fid’, delivering individually tailored shopping challenges that make promotions more relevant, engaging and rewarding for customers.
How the Program Works
The solution provides Club Carrefour members with highly personalized shopping challenges, tailored directly to their historical purchasing habits and preferences.
Customers can activate their challenges with a single click in the Carrefour app and track their progress in real time.
By progressing through and completing their challenges, customers can earn rewards worth up to €50 per month.
Funding Model
A key strength of the model is that it is funded by CPG brand partners, enabling them to target customers with personalized promotions and accurately measure their return on investment (ROI).
In Carrefour’s Words
“Eagle Eye is a trusted partner that supports us in the development and continued growth of Challenge Fid’, a program that has become an essential part of Carrefour’s personalized promotions strategy.
Beyond the “robustness” of the solution itself, we particularly value the expertise of the teams, their agility and their ability to understand our business challenges and deliver relevant, practical solutions.
Their willingness to listen and their ongoing commitment to evolving and improving the program are real strengths in helping us achieve our ambitions.
It is this commitment to continuous improvement that makes our partnership so strong today.”
Damien Pierre
Head of Loyalty – Benefits, Customer Experience & Operational Excellence
Carrefour
The Results
Results
| Key Metric | Result |
|---|---|
| Engagement | 33% of all Carrefour app traffic now goes to the Personalized Challenges tab. Customers feel understood and receive offers that genuinely reflect their preferences and shopping habits. This increases loyalty to Carrefour and improves program performance. |
| Growth in Personalization Investment | 3.5x growth in budgets spent on personalized promotions between 2024 and 2026 (+255%) |
Key Success Factors
Two key initiatives have driven the program’s rapid growth:
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1. Shifting investment from mass to personalized promotions
Carrefour has accelerated its shift towards personalized promotions, funded by national brands. By securing more promotional offers, Carrefour has also created a richer pool of offers to personalize from, delivering more relevant and rewarding experiences for customers.
- Setting ambitious targets for its Merchandise team, with weekly performance tracking.
- Incentivizing commercial teams to secure greater investment in personalized promotions.
- Bringing mass and personalized promotions under one marketing leadership team to improve coordination.
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2. Driving engagement through omnichannel communications
Carrefour has invested in a comprehensive communications strategy to increase awareness, participation and repeat engagement, including:
- In-store: POS materials, digital screens and radio advertising.
- Digital: Targeted emails, push notifications, social media and increased visibility across the Carrefour app and website.
- Other channels: National radio, petrol station screens and Carrefour’s Ma Communauté customer forum.
What next?
Continued Acceleration of Promotional Budget Reallocation
Carrefour plans to continue shifting investment away from mass promotions towards personalized promotions.
Personalized promotional budgets are expected to increase by 1.5x between 2026 and 2027.