Carrefour Belgium implements new vendor collaboration strategy

Retail insight consultant emnos has been chosen to help the retail group adopt a new data driven approach to decision-making and develop an insight sharing programme with suppliers

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

“We have continuous access to extremely powerful data and by sharing the insights mined from this data, we aim to put them at the heart of our decision-making process. This approach is designed to keep us ahead of the competition in terms of Category Management and Direct Marketing with vendors,” explained Bart Vandenreijt, Customer, Marketing Insights & Loyalty Director, Carrefour Belgium. “With proven experience in insight sharing, emnos seemed a natural choice for the project particularly as the company has been supporting Carrefour across Europe for over ten years and is very familiar with our operation and privacy policy.”

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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