MAY - 2023MARTECHOUTLOOK.COM19By Valerie Legat, Chief Digital factory Officer, and Miguel González, Global Chief Technology and Data Officer, CarrefourHAPPY CUSTOMERS WITH TRUE PERSONALIZATIONThe question is on everyone's lips: Personalization is trending topic for retailers.Using modern approaches, one could reach a better personalization, addressing customers in a more targeted way. For instance, you can think of ordering the products of an e-commerce site according to navigation patterns. Bulk mailing, when powered with dynamic content, sees click-through rate increase. Lastly, the progress in analytics makes it simple to present specific prices or promos to selected customer segments.While these techniques are fundamental to enhance the satisfaction of customers, none of them can be considered true personalization.In Carrefour, we strive to make our customers happy. For this, we spare no effort to gain their trust, ensure the best service and provide a distinctive experience. These principles -core values of our company- make it easy to understand what we mean by true personalization: Listening to our customers, getting to know them very well and then acting with empathy to propose 1:1 interactions, through the channel, content and frequency of their choice. Besides, the commercial equation must be tuned with specific products, prices and promos respecting the unique wants and needs of every individual. And all this, when it happens in real time... even better!We think of true personalization as a win-win-win situation. Good for customers, since they get what they need. Good for consumer brands, which understand their shoppers in greater depth. And good for us retailers, with a better return on PERSONALIZATION:THE HEARTBEAT OFCUSTOMER SATISFACTIONValerie LegatCXO INSIGHTS
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