carrefour

 Success Story 

Local Social Media Communications for Hundreds of Stores

screens-header-Carrefour (1)

About the company.

This is Carrefour.

A pioneer of mass food distribution, the Carrefour Group now has 12,225 stores in more than 30 countries. Attentive to its customers and committed to providing better food for all, the group’s ambition is to anticipate and support current developments in issues of the environment, as well as societal and technological changes.

It is with this in mind that the Carrefour Group wanted to digitize the public communication of its stores by taking as a guiding axis a localized commitment to its Facebook presence.

OBJECTIVES

Social-to-store: And expansion of the catchment area of stores and the generation of traffic at points of sale.

Customer proximity: To personalize the customer
relationship at the local level for bette responsiveness and focus on customer needs

Customer engagement and loyalty: supporting stores to generate engagement on their Facebook pages and build customer loyalty through regular network interactions.

To achieve these objectives, the Carrefour Group has chosen to equip its stores with the leading social media management solution in Europe: Facelift.

Company facts.

Company based in
Boulogne-Billancourt, France

Company Industry
Retail

Company size
+320.000 


“Facelift is a major, indispensable tool for all companies managing multiple brands. It allows us to convey, via social media, the Carrefour Group’s brand image in a coherent way, on all our points of sale.”

 

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Stéfen Bompais,

Director of Hypermarket Customer Experience & Internal Communication Carrefour

 

“UX from the platform played AN important role in the adoption of the tool by SO MANY stores. Facelift was very simple to use.”

Stéfen Bompais, Director of Hypermarket Customer Experience & Internal Communication Carrefour

The challenge 

SUCCESSFUL MANAGEMENT OF THE COMMUNICATION STRUCTURE IN A MULTI-FORMAT ORGANIZATION SUCH AS THE CARREFOUR GROUP

The complexity of the project is based on the multiformat structure of the Carrefour Group, which includes several brands. A system that engages two levels of communication, with different challenges:

‣ At the national level – brand-centric communication;

‣ At the level of each store – close communication with customers.

A LARGE SCALE-PROJECT

The scope of the project focuses on two blind formats: Carrefour hypermarkets and Carrefour market supermarkets

To best support these entities in their local content,
dedicated management teams work with Facelift to manage each of them.

FACTS

‣ 1,212 Stores and as many local Facebook pages

‣ 192 Carrefour hypermarkets

‣ 1,020 Carrefour market supermarkets

THE STAKES

‣ Deploy the project to a large number of stores with different needs depending on the format.

‣ Capitalize transversely on a multitude of pages for
local Facebook users.

‣ Guarantee the uniformity of the Carrefour Group‘s brand image while personalizing communications according to points of sale and catchment areas.

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“At Carrefour, we want to respond to all our customers, regardless of the channel. With Facelift, we are guaranteed to achieve this. Without a dedicated tool, this would be mission impossible!”

The solution

ENCOURAGE LOCAL PUBLISHING 

The objective: Develop store visibility and communicate group values through social networks, particularly local Facebook pages.

Encourage use of social networks: Recognizing that managing social networks isn't typically a store manager's primary responsibility, we engage local teams with Facelift by:

‣ Providing them with an easy-to-use, functional and customized tool.

 ‣Providing support tailored to their needs.

‣ Emphasizing the value of social as a lever for social-to-store in training sessions to drive customer satisfaction.

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Manage and develop a local audience

The objective: Improve listening and customer satisfaction.

Optimize request handling and improve responsiveness by

 ‣ Automatically tagging incoming requests, like comments, opinions, private messages, etc. for efficient handling.

 ‣Simplifying prioritization with custom inboxes that filter messages by topic.

 ‣ Implementing semantic analysis and alerting systems for rapid handling of high-priority requests.

 ‣Ensuring responsiveness with available response templates that can be also accessed on mobile devices.


93 %

Average adoption growth*

* By all stores over a period of 6 months.


74 %

Average store initiative*

* 74% of all posts are published at the initiative of stores


+ 24,000

Facebook Followers*

* Volume of additional subscribers for all store pages over a period of 6 months.

“What are the results of our cooperation with Facelift? Tailor-made support at all levels, sustainable usage, and an obvious contribution to the success of our local social media strategy.”

Download the PDF version.

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OVER 2,000 CUSTOMERS TRUST FACELIFT.

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