The printed catalogue still plays a major role in generating traffic to the stores, even though digital communication is growing strongly.
Digital communications are ubiquitous. We spend increasing amounts of time online, and with our smart phones, tablets and computers, one could be forgiven for thinking that digital communications are all important. However, in spite of the pervasiveness of digital, printed material still plays a central role in bringing Carrefour's customers to the store.
'Print advertising is one of the most important vectors of traffic; it is to date the most powerful 'drive to store' mass media', she states when asked how Carrefour communicate with their customers.
'These are catalogues delivered to our customers on a weekly basis,' she explains. 'The good deals and special offers customers see in the catalogues encourage them to visit the store regularly and that promotes their engagement with Carrefour.'
A major actor in grocery retail
Carrefour is one of the world's leading retailers with operations in more than 30 countries and employing over 360,000 people around the world. In
'I lead a team that monitors
'By creating campaigns with the best possible results, we ensure that customers are encouraged to come to the store or shop online. We use an omnichannel approach to encourage sales and to promote brand loyalty.' Thus, Carrefour is working on its marketing mix to best invest each euro, aiming at targeting and personalising to the maximum. If digital communications can be perfectly targeted, it is also possible to perfectly target with paper catalogues.
Themed catalogues support seasonal sales
In addition to the weekly catalogues, themed catalogues are used to promote sales at specific times of the year. In
'Some items are specifically for home delivery, such as some gardening products for example,' explains Carles. 'For these products, the role of the printed catalogue is to drive people to our website, and this broadens the shopping experience with Carrefour.
The appeal of paper
'Our customers are ever more discerning,' Carles points out. 'This applies to the quality and durability of our products, and to our social and environmental responsibility. This reflects the quality of the paper we use for our catalogues.'
Carrefour continuously optimises paper weight, format and types of paper, in order to have recourse to this mass advertising without having to compromise due to prices.
'Customers in
Carrefour buys a significant amount of paper in
Carles explains, 'Carrefour respects the wishes of its customers and does not deliver any paper communications to those who post a
An enduring partnership
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