Launch of the "Meu Carrefour" program
Carrefour launches in Brazil the My Carrefour omni-channel data intelligence platform which concentrates the company’s retail services in a single democratic, free and national benefits program, composed of offers, coupons and other exclusive and personalised advantages. The new program translates the company’s omni-channel strategy in the country, which puts the customer at the centre of everything, offering more and more services that facilitate their day-to-day life. The My Carrefour application also concentrates Carrefour’s sale of food online, implemented as from this month initially for São Paulo (SP).
The program starts off as a platform that adheres to its retail formats and channels: supermarkets, hypermarkets, proximity stores, petrol stations and e-commerce (website and application). The food e-commerce will already be made available to 200 districts of the Paulista capital – pertaining to the central, western and southern zones – and the service will have six delivery period options, one of the biggest on the Brazilian market. Integrated in Carrefour’s digital platform, the service invests in the speed of the purchase process and the quality of the logistics process.
In all, there are more than 6,000 food products at competitive prices, added to the more than 50,000 non food items already marketed by the Carrefour.com website – an assortment with hundreds of marketplace options already in operation. The geographical expansion of the new service of online sale of food products will take place gradually, over the next few months to the other districts of the city and, in future, to the rest of the country.
In addition to this differential, My Carrefour offers democratic and practical benefits even to non registered customers. Those who opt to register in the free program, as well as a discounted price for various products marked with the purple label, will have access to different coupons issued according to their purchase profile and accepted in the Carrefour stores and site. For those who opt not to register, it will still be possible to take advantage of the special price dynamic simply by providing their CPF at any checkout.
Registration in My Carrefour is also simple and practical, by means of the My Carrefour application (Android and IOS), on the site, and in the supermarkets and hypermarkets by means of tablets available at the entrance of the stores. In the 103 hypermarkets spread around Brazil, registration totems, benefits consulting and coupon printing will also be provided. Integrated in My Carrefour, the network’s couponing platform issues digital coupons (application, website and e-mail), which are read at the till directly on the screen of the cell phone, and printed, delivered together with the tax coupon of the physical stores – which can be reprinted within the validity period.
In addition to redeeming the coupons in the different formats and channels of the network, such as Carrefour Express stores for example, the customer will also have access to special offer combos. And at the Carrefour petrol stations, coupon discounts are conferred per litre of fuel. In addition to the ads and point-of-sale communications of the physical and online stores, including the My Carrefour application, the program’s principal special offers can be conferred in the application and in the offer catalogues.
The My Carrefour application also offers the customer various other features, such as: store locator; bar code reader, enabling the price of the products to be checked remotely; digital bar code to speed up the identification process on the cash register; relevant promotional coupons based on purchasing history and preferences, including the physical store of interest; purchase history in the physical store and online to monitor expenses; and suggestions of offers based on these stored lists of purchases.
The sale of food online enables the list of purchases to be set up rapidly, with intuitive navigation by category and the option of building a list based on previous purchases in the application or physical store, a feature available thanks to the data intelligence system. With deliveries between 07h and 21h on the day following the purchase, the service provides reusable packaging and fixed-price delivery. The quality of the purchase experience is the great attraction, made possible above all by the adoption of the so-called dark store strategy, a distribution centre concept whose operation is exclusive and dedicated, with a privileged location within the large urban centres.
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