JULY - 2022MARTECHOUTLOOK.COM 9investment when compared to traditional "mass" actions like paper catalogs. We see it everyday in our Carrefour Links data platform.The large majority of retailers are not yet there: Everyone talks about it, but few have really done it at scale. While in Carrefour we acknowledge we still have a long way to go, our DigitalRetail ambition pushes us to try extraordinary things to better serve customers, activating all digital opportunities. Inspired by personalization champions like Starbucks, Nike or Netflix, we are working hard to propose truly personalized experiences leveraging new technologies.AN EXTRAORDINARY PLAYGROUND OF DATAIn less than two years, we have built the biggest retail data lake in Europe, with more than 8 billion (!) shopping transactions coming from nine countries all over the world. We started with the core business, collecting store receipts and product details and putting them in Big Query. We are now integrating more data, embedding additional information like supply chain datasets or financial insights.Our lake helps our data scientists to experiment with new ways to engage with customers, powers our growing library of data algorithms -recommendations, assortment optimization, forecasting. - and provides a solid foundation for data collaboration. It is a key asset to accelerate our digital transformation and a must to grant each of our 80 mn+ customers with strong chunks of personalization.Our data lake growing with transactionsUNIQUE E-SHOPPING EXPERIENCESDid you know that search is the #1 mechanism used by customers to complete their basket? It explains ~1/3 of add-to-carts and ~50 percent of the e-commerce revenue, well above other factors like navigation or promotions.Thanks to the richness and quality of our data, we are able to offer our customers a personalized search experience on Carrefour.fr. For example, if a customer enters "yogurt" in the search bar, his / her favorite brand, style and flavor will appear at the top of the results. Finding one's favorite products is getting easier and faster, feeding the overall purchasing process.VALERIE'S YOGURTSMIGUEL'S YOGURTSWe didn't stop at search, exploring personalized product categories. Imagine that you are walking in a store and the articles on the shelves are adapted in real time to your profile and your expectations. This is not "Inception", this is how we think about e-commerce at Carrefour! We organize the products based on the purchase history of every individual customer, among other factors. When scrolling the "fruits" category, his / her favorite berries and citruses will be suggested first. For example, the oranges of Carrefour's Quality Lines our customer loves to have for breakfast. What makes our experience unique is that the relevancy of the product proposition weighs more on our merchandising strategy than any other "retailer" criteria like margin or stock level. This is part of the trust we want to build with our customers.
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