{"id":49382,"date":"2021-06-16T09:25:51","date_gmt":"2021-06-16T09:25:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/carrefour-launches-new-data-and-retail-media-platform\/"},"modified":"2023-06-12T12:17:03","modified_gmt":"2023-06-12T10:17:03","slug":"carrefour-launches-new-data-and-retail-media-platform","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-launches-new-data-and-retail-media-platform\/","title":{"rendered":"Carrefour zet in op data met personalisatie- en retailmediaplatform"},"content":{"rendered":"\n<p><strong>Carrefour<\/strong> heeft een nieuw, ge\u00efntegreerd shopperdata-, personalisatie- en mediaplatform gelanceerd dat de klantenrelaties moet verbeteren en leveranciers in staat stelt om hun aanbiedingen op de klantverwachtingen af te stemmen. Het platform wordt dit jaar ook in Belgi\u00eb geactiveerd.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Digitale versnelling<\/h2>\n\n\n\n<p>Het nieuwe digitale platform, Carrefour Links, wil klanten een meer relevante shopperervaring bieden, zowel in de fysieke winkels als online. De retailer kan putten uit wat met 65 miljard transacties het grootste datameer in Europa is, volgens groepsdirecteur data, e-commerce en digitale transformatie Elodie Perthuisot. De afgelopen jaren heeft Carrefour heel wat eigen oplossingen ontwikkeld op het vlak van data en digital. Die stelt de groep nu ter beschikking van z\u2019n handelspartners in verschillende landen. Het platform wordt dit jaar ook in Belgi\u00eb geactiveerd, bevestigt woordvoerder Aur\u00e9lie Gerth aan RetailDetail. &nbsp;<\/p>\n\n\n\n<p>\u201cIn 2020 hebben we een versnelling gezien van onze digitale oplossingen. Carrefour.fr is nu de meest bezochte foodwebsite in Frankrijk, met 15 miljoen unieke bezoekers per maand. Op basis van data, zullen merken bijvoorbeeld betere aanbiedingen kunnen voorstellen, of in realtime de irritaties van onze klanten aanpakken, en de prestaties van al onze commerci\u00eble acties verbeteren.\u201d Volgens Carrefour beantwoordt de nieuwe oplossing aan de verwachtingen van klanten \u2013 80% onder hen verlangt meer personalisering \u2013 maar ook van de merken, die hun kopers op een meer effici\u00ebnte manier willen bereiken. \u201cOnze websites en onze apps zijn krachtige media geworden, onze klanten zijn omnichannel, onze getrouwheidsprogramma\u2019s zijn al sterk gedigitaliseerd,\u201d luidt het. Uiteraard is dit voor de retailer ook een bijkomende bron van inkomsten. Volgens Carrefour is de markt voor retailmedia wereldwijd zo\u2019n 30 miljard euro waard en zal ze dit jaar naar schatting met 30% groeien.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zoals Netflix<\/h2>\n\n\n\n<p>Carrefour digitaliseert z\u2019n marketing met innoverende concepten, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-verspreidt-folders-youtube\">zoals de folders die nu ook op YouTube te raadplegen zijn<\/a>. \u201cWe kunnen meten dat 20% van onze winkelverkopen nu al be\u00efnvloed wordt door onze digitale marketing. 23% van de producten die op onze e-commerce sites in het winkelmandje belanden, zijn het resultaat van aanbevelingen door onze algoritmes,\u201d aldus Perthuisot. Carrefour heeft ook een algoritme ontwikkeld dat de franchise- en proximiteitswinkels wekelijks aanbevelingen doet over het assortiment. \u201cWe vergelijken die winkels met andere winkels die hetzelfde profiel en cli\u00ebnteel hebben. Het werkt zoals de aanbevelingen van Netflix.\u201d Merken krijgen de tools in handen om hun promoties en kortingbonnen te personaliseren. &nbsp;<\/p>\n\n\n\n<p>Concreet biedt Carrefour Links z\u2019n partners vier types oplossingen aan: <em>Capture<\/em> (waarmee een merk nieuwe klanten en prospects kan vinden); <em>Convert<\/em> (om de conversie tijdens het hele kooptraject te verbeteren met het juiste aanbod om het juiste moment); <em>Converse<\/em> (om een duurzame relatie met Carrefour-klanten te ontwikkelen) en <em>Comprehend<\/em> (de business aansturen op basis van een 360-graden beeld van het kooptraject van de klant). De retailer heeft het nieuwe platform opgezet in samenwerking met drie partners: <strong>Google<\/strong>, <strong>Criteo<\/strong> (wereldleider op het vlak van retailmedia) en <strong>LiveRamp<\/strong> (dataconnectiviteitsplatform).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carrefour heeft een nieuw, ge\u00efntegreerd shopperdata-, personalisatie- en mediaplatform gelanceerd dat de klantenrelaties moet verbeteren en leveranciers in staat stelt om hun aanbiedingen op de klantverwachtingen af te stemmen. Het platform wordt dit jaar ook in Belgi\u00eb geactiveerd.&nbsp; Digitale versnelling Het nieuwe digitale platform, Carrefour Links, wil klanten een meer relevante shopperervaring bieden, zowel in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":49380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[1266],"people":[],"extra":[43],"company":[87],"topic":[488],"region":[],"class_list":["post-49382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-retailmedia","extra-plus","company-carrefour","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Carrefour zet in op data met personalisatie- en 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