Carrefour - 2017 Annual Report

C A R R E F O U R — 4 3 Communications adapted for new behaviours Carrefour has decided to make substantial changes to its marketing investment policy, in order to support customers with their mobile technology and new behaviours. The Group therefore plans to dedicate half of its marketing investment to digital within five years (compared with 8% currently). As a first practical step, Carrefour has teamed up with top French culinary websites 750g and Marmiton, as well as Tradelab, the leading independent programmatic platform, to develop Foodlab, a media activation offering and completely new structure designed to create new shopping experiences. Aurélie Barata Freire, hypermarket director, Villejuif, France “More and more customers are paying with their mobile phones! And now they can pay using the new Carrefour Pay service, available from the Carrefour & Moi app. It really saves time. To pay, users must have first registered their Pass or C-zam card. Then, they just unlock their phone, place it on the terminal, and it’s done! Loyalty benefits are automatically taken into account as well. I’m sure that paying with Carrefour Pay will soon be a natural reflex.”