Turkish Grocery Chain CarrefourSA drove business with personalized messages delivered to users in real time based on their physical proximity to CarrefourSA stores.
Objective
Turkish supermarket chain CarrefourSA embarked on a mission to tackle several critical marketing challenges through the innovative implementation of Mall IQ technology. These challenges encompassed a spectrum of objectives, each aimed at enhancing the customer experience, increasing brand loyalty, and ultimately boosting sales and market share.
Context
This was the first year of the Mall IQ and Carrefour collaboration. Carrefour had previously utilized various engagement methods, but the introduction of Mall IQ technology yielded valuable results.
Target Audience
The target audience predominantly comprised users who either were already CarrefourSA customers or who had the potential to become ones, typically having the "CarrefourSA Online" application installed on their mobile phones.
This strategic focus aimed to engage users closely associated with the CarrefourSA brand, fostering stronger connections and enhancing the potential for personalized, location-based interactions.
Creative and Media Strategy
CarrefourSA's creative and media strategies synergized to reach its target audience effectively. By utilizing Mall IQ's location-based capabilities within the CarrefourSA Online app, the organization's media strategy ensured that personalized messages were delivered to users in real time based on their physical proximity to CarrefourSA stores. These channel choices allowed CarrefourSA to engage customers when they were most likely to act, enhancing the overall shopping experience. The communications strategy remained adaptable, continuously optimizing based on real-time results to maximize engagement and conversions.
Mall IQ's campaign management system was employed to execute seven distinct campaigns across 71 different CarrefourSA locations in May 2022. These campaigns spanned various CarrefourSA locations in Turkey, including Ankara, Istanbul, Izmir, and Muğla.
This integration of channel and technology allowed for highly targeted and location-specific marketing efforts, enhancing the campaign's reach and effectiveness. By utilizing Mall IQ's technology, the campaign achieved a level of sophistication and precision in its media use that traditional marketing channels couldn't match.
CarrefourSA's strategy leveraged the real-world behavior of customers to segment and tailor communication, ensuring relevance and engagement. This approach effectively matched the channel and technology to specific markets, demographics, and locations, resulting in a highly successful campaign execution.
The marketplace was characterized by fierce competition, evolving consumer behaviors, and the need for innovative strategies to engage and retain customers. CarrefourSA sought to enhance its position as a customer-centric, value-driven retailer. The organization's effort aimed to address these challenges by leveraging Mall IQ's technology to create a real-time, personalized communication campaign, fostering customer loyalty and increasing foot traffic to CarrefourSA stores.
As a result of the communication conducted within the limited CarrefourSA locations, it was evident that there was great potential waiting to be realized. This realization has led to the decision to take further actions, solidifying Mall IQ's role as an essential component of CarrefourSA's future strategy.
CarrefourSA's effort proved successful, as the conversion rates for customers engaged in the communication were impressive, with a 31.4 percent conversion rate for users making purchases from any store and an 18.55 percent conversion rate for users making purchases from the store where the notification was received.
More striking still was the 700 percent increase in conversion rates achieved within 24 hours of a user receiving the mobile notification. This achievement far exceeded the average conversion rate of approximately 2.5 percent seen with other communication methods.
Additionally, the campaign had a lasting impact on customer behavior, leading to a sustainable increase in shopping activity. Users engaged through Mall IQ not only increased their shopping frequency during the campaign but also maintained this elevated level post-campaign, showcasing a substantial and enduring shift in behavior.
