Successful, long-term cooperation in France to be extended to the Spanish market – Carrefour leading the way in using customer insights for making key business decisions

Munich / Madrid – Carrefour, the world’s second largest retailer, has chosen to work with emnos to gain a better understanding of the buying habits of their Spanish customers and help them become more customer-oriented. In the home market, France, Carrefour has been working successfully together with the insight-led marketing specialist emnos for almost three years now.

Because of the success of the collaboration in France, Carrefour has now decided to extend the cooperation to Spain. The retailer commissioned emnos to conduct a customer segmentation by analysing customer and transaction data and combining this with traditional market research. emnos will then use these findings as a basis to develop strategies for more customer-oriented assortment and pricing policies and will also help Carrefour in the implementation of these strategies.

emnos provides analysis and consulting services to some of the world’s largest retailers and their suppliers. The company helps them to better understand their customers' needs, develops strategies for assortment, price or promotion policies and offers result-oriented tools and technologies which support decision making.

Support for Carrefour Spain lead by Jesus Garcia, new head of emnos Spain

In order to provide the best possible consulting and support services for Carrefour in Spain, emnos has opened a new branch in Madrid. emnos now has own offices in four major European markets – Germany, France, Great Britain and Spain – a further step in consolidating its position as the leading player for insight-led marketing in Europe.

The new office is headed by Jesus Garcia, who will be responsible for supporting the Spanish client and for further expanding emnos’ activities in Spain. Garcia has many years of experience in CRM consulting and database marketing. Before joining emnos, he worked for the British Tesco consultant dunnhumby.

Carrefour to set standards for other retailers in Spain

“The emnos and Carrefour collaboration in France has proved extremely successful. emnos has not only demonstrated expertise in data analysis, but also in-depth strategic and technological know-how. From this experience we are convinced that emnos is the right partner to help Carrefour become more customer-focused in Spain as well”, notes Félix Rodríguez of Carrefour Spain.

“We are looking forward to working closely together with Carrefour to help them grow faster and more profitably than the competition via insight-led marketing,” adds Steve Gray, Chief Executive Officer of emnos. “In Spain, there is still a lot of market potential with respect to using customer data efficiently. Carrefour will clearly lead the way in this field and set standards for other retailers.”
 

About Carrefour

Over the past 40 years, the Carrefour group has grown to become one of the world’s leading distribution groups. The world’s second-largest retailer and the largest in Europe, the group currently operates four main grocery store formats: hypermarkets, supermarkets, hard discount and convenience stores. The Carrefour group currently has over 12,500 stores, either company-operated or franchises. With a presence in 29 countries, over 52% of group turnover is generated outside France, where the group was originally founded.

For further information please refer to www.carrefour.com