Carrefour is the largest retailer in France. It launched a mobile marketing campaign featuring a virtual store displayed in subway stations that allows customers to scan QR codes of products and have them delivered or pick them up at a store. The multi-channel campaign utilized various advertising methods including TV, print, digital, and partnerships with the transit authority. Effectiveness would be measured through surveys, app downloads and usage, and impact on overall sales. Risks included connectivity issues and concerns over mobile payment security. Recommendations included improving integration across Carrefour apps and addressing trust in mobile payments.

2. PRESENTATION

3. MARKET
Market share in France for the year 2011

4. CARREFOUR
French group
Created in 1959 by the Fournier family in Annecy
Leader in the french retailing market
1302 hypermarket/ 2919 supermarket
 Turnover : 91,5 K€ ( +0,5%)

5. One Year of Mobile Marketing
operations

6. MOBILE MARKETING
Objectives
Cognitive Affective Conative
function function function
(Attract the target) (Create the need) (Motivate selling)
- To get the purchase
- Be innovated - To Create a new need easier
- Be recognized - To create a long term -To Increase market
- Attract new consumers relationship share
(new target) - To make customer -To stimulate
loyalty compulsive purchase

7. Concept
 Concept : Create a virtual store in the subway
 The consumer can scan the QR Code of the product in the virtual window
with the Carrefour mobile application and receive your purchase at home
or pick them at the store (« Drive »)
 Target : urban people using public transport, busy people, PSC+ , Women
 Where ? Main cities (Lyon, Paris, Marseille)
 Technology used :
 2D Code (QR Code) & Electronic Payment
 Potability : IOS (Iphone) and Androïd
 Be the first one in France like Tesco in Corea

8. TV PRINT PRESS
TV commercial Billboards on public transport Newspaper articles in:
(subway and train station, buses) - « Urban Newspaper » (20
minutes)
- Magazines (Le Figaro, Les
Echos)
DIRECT MARKETING
- E-mailing Multicanal PUBLIC RELATION
- SMS Press conference
platform (360°)
EVENT
Organized an event for STREET MARKETING
lauching the virtual store M-couponing Hunt in the
subway stations
SALES PROMOTION DIGITAL
Hostess and animations - Social Network : create a special page / activation
to guide customers - Internet : Website, blogs, displays on other websites
- Mobile: create a mobile website, app, displays on
other website

9. Carrefour’s Application
 Download the app though flashing the QR Code:
 On place : on the virtual window
 On the newspapers
 On billboards
 On SMS and E-Mail : by a link
 Integrate this concept through the main Carrefour’s application :
« Mes courses »
 Obj : don’t lost the consumer by creating an other application,
growing downloads and thus : promote all Carrefour’s services

10. Map
Payment
platform Geolocalisation
App
mobile
Push
notifications Basket:
Help services

11. Direct Marketing
 Send targeted SMS and e-mailing to Carrefour database
(web services and drive users ) : Paris, Lyon and Marseille
: Opt-in
 Ex: send SMS to promote the virtual store in Paris at
Parisians and suburb’s people
 Create Push Notifications via the app
 Obj : Receive news directly on you phone to create
interactions between consumers and the brand

12. M-couponing hunt in Paris !
 Process:
 Step 1: Find m-couponing in
 various subway station of the city !
 Step 2 : Take a picture of this QR Code
 couponing with your mobile
 Step 3 : Use the m-couponing for your next purchase!

13. Partnership with the RATP
 Activate the partnership on the RATP’s mobile application:
 Create a Carrefour tab
 Put the Carrefour’s virtual stores on the subway map
 Create a link to the Carrefour’s application and vice versa
 Obj : Create traffic on both application (increase download,
facilitate customer access to information)
  Raise customers number, promote cross-selling

14. Digital Promotion
• Promotion on mobile websites & applications:
Use of differents Displays:
- On applications : Interstitial pre-home Flash & Video (to explain the
concept)
- On websites : Immersive player
 On applications and websites visited by our target (as 20 minutes,
Le Monde,…)
 Create buzz Marketing to facilitate WOM

15. Referencing
• Implement a Community Manager to manage Websites, blogs and Social
Network
• SEO :work on the natural referencing
- On the website : using repetition of words
- Via Social Network : tweet and comments on facebook during the events
(ex: during the speaker in the press conference
• SEM
- Websites : by buying words
- Application: by AppleStore and Androïd market

16. Timeline
•Actions:
•Web 2.0 : social network, blog ( during 1 year and linking the others actions).
•Display : internet & mobile .
•How & why:
•Hiring a community manager for animating a the social newtorks in order to create a virtualc ommunity around
Carrefour;
Jan-april •Hiring a CEM & CEO manager for referecing at the best rank the websites ;
•Manage the data base opt in.
•Actions:
•Launch the app;
•Press conference;
•Event for the opening of the virtual store;
•SMS campaign;
•Print.
•How & Why:
•Manage the data base: the opt in during the whole year;
May- August •Creating a public relation by invitating opinion leaders (press…);
•Identifying the opinion leader on the social newtork and manage them;
•Partnership with a media agency for the print campaign (Publicis).

17. Timeline
•Actions:
•Partnership with Ratp;
•TV;
•M-couponing;
•How & Why:
Sept- Dec
•Manage the data base: the opt in during the whole year;
•Partnership with a media agency for the TV campaign (Publicis);
•Partnership with Coupon in order to create the m-couponing campaign;
•Partnership with Ratp in order to create the Carrefour & Ratp campaign.

18. Mesurement Tools
ROO on these points:
Marketing Study
Cognitive Affective • Quantitative survey:
function function 1) Sample Selection
(Attract the (Create the ( 100 persons)
target) need)
- Innovation - New need 2) Selection method of data collection (by e-
mail)
- Recognition - Long term
- Attract new relationship 3) Realisation and implementation of the
consumers - Customer questionnaire (closed questions and 1 open
(new target) loyalty question)

19. Mesurement Tools
ROO on these points: Tools
Conative function - Number of mobile application
(Motivate selling) Downloads and where they
download the application
- To get the purchase easier (sms, billboard,press,…)
- To Increase market share - Part dans le e-commerce
- To stimulate compulsive
purchase - Nombre de click…
- Impact sur les ventes globales

20. BALANCE SHEET
➪ A multicanal Platform permit to catch new customer and
make customers loyal .
➪ Concept is interactive, a revolution and feasible in the time
➪  % of sales
 Carrefour is listenning to it’s customers
• Risks :
– Loosing customer because they have a problem of
connectivity/ payment security
– To be not willing to pay by mobile

21. RECOMMANDATIONS
 Create a link between the different carrefour app
 Find a solution to make people trust on this way of
payment
 Create a Tablet app
 Enhancing the product range ( consumer goods)
 Have a partnership with SNCF and create a virtual
window on the train