5 min
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BrandLoyalty announces fifth 100% digital loyalty campaign with Carrefour.
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Integrating short-term loyalty within the Carrefour coins program has increased the average spending of participating shoppers by more than 40%.
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Through the campaign, shoppers are offered seven exclusive items from the French brand L'Atelier du Vin, including wine, water or champagne glasses, and accessories.
Carrefour Brazil and BrandLoyalty have partnered for the fifth time to launch a 100% digital loyalty campaign with L'Atelier du Vin glasses. Both brands have a common goal: to engage shoppers, reward them for their loyalty, strengthen the connection between shoppers and the retailer as well as to boost the Super Meu Carrefour App
To participate, shoppers must create an account via the Meu Carrefour App and activate their participation in the program. Shoppers at any Carrefour store format (including gas stations, drugstores, and e-commerce) can earn “Coins” for meeting an individual spend threshold set by the retailer. These Coins can then be redeemed against rewards, including the high-quality items from L'Atelier du Vin. Products redeemed through the app can be picked up at physical stores. With the motto “An incredible collection to toast with the ones you love” and excellent campaign activation, the retailer is ready to elevate the campaign to the next level.
"The Minhas Recompensas program is an important tool in our daily challenge to maintain customer loyalty by always offering new products in our loyalty campaign that are relevant to our shoppers. The partnership with BrandLoyalty helps us maintain the attractiveness of the campaign through the excellent understanding of what the shopper wants," says Fernanda Franco - CRM Director at Carrefour Brazil.
Founded in 1926, L’Atelier du Vin is a family business specializing in enology from the cellar to the table. Its creation studio in France designs tools that make the tasting of wine richer in sensations. Through this collection, shoppers will have the opportunity to enhance their wine tasting experience and share quality moments with friends and family.
Loyalty campaigns are very interesting not only for incremental sales but also to observe the growth of brand loyalty. When customers run sequential campaigns, like Carrefour, the results are impressive and can be monitored with every action. The evolution is noticeable. A team of Business Intelligence specialists at BrandLoyalty uses analytical models to measure, predict and determine each and every client KPI, throughout the campaign. This way, we can continuously optimize our campaigns and make shoppers more loyal.
According to Palombo, already the first campaign with Royal VKB knives showed a 24% higher shopping frequency of Royal VKB knives than of other products. In addition, BrandLoyalty's loyalty campaign within the long-term program had the highest rate of inactive customer attraction and retention, even after the end of the campaign.
"We did a very special job with Carrefour's team. When we started the partnership they already had a structured model and BrandLoyalty, respecting the structure of the loyalty program, added expertise and special dynamics to the intelligence of the process, which enhanced the results within Carrefour's own ecosystem. A loyalty program today is not very different from the dynamics present in social networks. Relevance no longer lies only in the size of your registered base, but in your ability to attract, retain and engage this base with your content" comments Lucas Palombo, CEO of BrandLoyalty Brazil.
About Carrefour Brazil
For more than 45 years, the Carrefour Group Brazil has been the market leader in food distribution. From an omnichannel and multiformat platform, it brings together retail operations and Cash & Carry, in addition to Banco Carrefour and its real estate division, Carrefour Property. With revenues of R$ 74.8 billion in 2020 and over 95 thousand employees in Brazil, the company is the second-largest operation among the countries in which the Carrefour Group operates. The company also stands out for being one of the largest private employers in the country and one of the 20 largest companies listed on the Brazilian stock exchange (B3). In addition, it has been making efforts to democratize more and more the population’s access to healthy food, promoting the Act For Food movement.
Shoppers turn groceries into gold at Carrefour Brazil
To bolster its new app, and attract new users, the leading retailer offered shoppers the chance to earn “Coins” for meeting an individual spend threshold set by the retailer. These Coins could then be redeemed against rewards, including a range of knives from Royal VKB.
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