Driven by a new dynamic, the Carrefour group intends to maximize the performance of its digital assets. With this in mind, it issued a call for tenders in spring of 2015. Thanks mainly to its innovative solutions, adlead was selected.
Carrefour, the leading European distributor (second global player), chose to rely on the expertise of the adlead group to support it on matters related to the efficient acquisition of data and the improvement of its existing data. Using the same logic as Google, which detects when your audience may be receptive, the “Moment that matters”, adlead has developed Notify, its data activation platform.
Notify relies on Big Data analysis, which enables real-time activation of a certain number of practical applications for Carrefour, particularly with regard to emails. This technological approach is consistent with the adlead team through its marketing consulting culture and continuous testing approach, a dual approach that is essential for a project of this scale.
Mrs Virginie Lacloche, Multichannel database manager at Carrefour, as well as project leader:
What we appreciate in our relationship with adlead is their agile and flexible availability and responsiveness with regard to all our approaches. The adlead team adapts to the context in order to provide the right approach in a proactive manner. They fully understand our functional business issues and challenges and share their monitoring and innovation approach with us.
A long-term consulting approach:
Our adlead representatives, with their long-term consulting approach, are an important criterion for us. We had fully identified the adlead innovations that we wanted to test, but we also benefit from the market expertise and knowledge of our representatives on a daily basis. We can therefore work together on a daily basis and go further, over time, in the testing of e-mail performance in “test & learn” mode.