Carrefour Belgium implements new vendor collaboration strategy
Carrefour Belgium has asked customer insight specialist emnos to apply its expertise to shopper data gleaned from over 2.5 million households and distil the insights needed to better understand customers and power daily decision-making. Armed with knowledge of what, why and how people buy, what influences their shopping behaviour and what earns their loyalty, effective strategies can be developed for direct communication, promotions, product assortment and shelf layout – hence creating more relevant shopping experiences and driving sales growth.
As consumers become increasingly demanding, leading retailers are committed to making the best possible use of customer data. A key element of the programme launched by Carrefour in Belgium is to establish and drive a collaborative relationship with vendors - by sharing not just data but also insights, they can work together to jointly define tactics, make decisions and increase revenue for all parties.
The emnos Insight Portal, a modular suite of software solutions, is in place as a joint platform for sharing information. Participating suppliers are able to use customer insights as the basis for tailoring assortments, promotional planning, merchandising and other marketing activities. This on-going co-operation supports brand and category growth and offers many mutual benefits.
A valuable proposition
The emnos package will include its Insight Portal software solutions, ad hoc projects and consultancy, giving Carrefour Belgium and its vendors instant access to the latest insights decoded from the on-going stream of data. Using its well established methodologies and frameworks as a foundation, emnos will help get the process underway and maintain momentum.
Early response has been very positive with several Belgian brands showing interest and keen to gain access to a significant new source of accurate, broad and real insights. “The first deals have already been signed which underlines the value of this proposition,” added Lauren Baert, Head of Régie Média Carrefour. “So far, participating suppliers vary from a leading beer brand initially focusing on daily monitoring via emnos software, to a smaller player in the same category working on a Brand Insight Project to build a more relevant and continuous CRM strategy for its brand within Carrefour.“
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