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French supermarket chain Carrefour 'monetises' its customer data

Antony Savvas | July 22, 2014
Carrefour Media, the advertising arm of the Carrefour group, has chosen Acxiom's Audience Operating System (AOS) to help maximise the effectiveness of its marketing campaigns.

Carrefour Media, the advertising arm of the Carrefour group, has chosen Acxiom's Audience Operating System (AOS) to help maximise the effectiveness of its marketing campaigns.

AOS is said to "enable the ingestion, analysis and management of all types of interactions between brands and consumers" bringing "an in-depth knowledge of individuals".

AOS' technology will consolidate data from several enterprise touch points - CRM, media and supermarkets - and enable management of all interactions across all channels via a single platform.

AOS will enable the connection of disparate sources of online and offline data within Carrefour supermarkets to aid the retailer to optimise its ad investment. This approach will put Carrefour's CRM data at the heart of a "secure and anonymous environment", says the retailer.

The system will allow Carrefour to "monetise" all of its marketing data while "providing a more personalised brand experience to purchase in store or online", the retailer said. Carrefour's partners will also benefit from the deep insights on consumers, by being able to offer more contextualised deals and leveraging campaign analysis and performance tools.

"We have been thinking of building a new market to allow our partners to access our marketing data in a privacy friendly way for two years", said Jean-Franois Pagnoux, head of marketing at Carrefour Media. "The deployment of AOS within Carrefour Media will drive the optimisation of our media buying, the monetisation of our audiences and the improvement of consumers' engagement with the Carrefour brand."

 

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