Challenge
Enhancing a leading retailer’s onsite campaigns
Carrefour is one the largest hypermarket chains in the world and a leader in the retail sector. Introduced to the Middle East and North Africa region in 1995 under Majid Al Futtaim, the company is now a leading retailer in the region and currently operates over 55 hypermarkets, over 50 supermarkets, and market leading online scheduled and rapid delivery service across MENA.
MAF Carrefour, the retailer’s Middle East and Africa segment of the business, wanted to continue expanding in the region by enhancing their onsite display campaigns through activating their first-party data based on transactional and behavioral insights. Their objectives included enriching their display advertising, creating relevant audience segments, and delivering personalized ads to reach both new and existing customers throughout their shopping journey.
Solution
Activating targeted customer segments
In August 2024, MAF Carrefour leveraged Criteo’s Retail Media Platform to implement a Transactional/ Behavioral Audience Profile*. By integrating their first-party data, the retailer was able to target specific audience segments for targeted onsite display campaigns. This enabled:
Audience segmentation: Created audience segments based on customer profiles and behaviors from their first-party data.
Campaign activation: Ran targeted onsite display campaigns that leveraged the activated segments to boost engagement and performance.
Personalization: Delivered tailored ads to influence purchase behavior across various touchpoints throughout the customer journey.
Results
Boosting click-through rates and conversions**
The data-driven approach using first-party transactional and behavioral audience targeting generated impactful results across the onsite display campaigns with Criteo.
- Leading Beauty brand experienced a 30.7% increase in units sold on average per click.
- A prominent CPG Brand achieved a 58.2% uplift in click-through rate on MAF Carrefour site
By utilizing first-party transactional and behavioral data to reach audiences more effectively, MAF Carrefour enriched their display campaigns with a seamless omnichannel strategy. This approach not only boosted campaign efficacy and engagement but also offered valuable insights that reinforce the path toward sustainable growth in the region.
“Harnessing the growth and strength of offering across our online platform, offering advertisers an opportunity to drive performance and relevance to the Carrefour customer through targeted display campaigns has been a key priority as we enhance our omni-channel offering.
Leveraging our first-party transactional and behavioral data on Criteo’s Retail Media Platform, creates an opportunity to reach the most relevant customers with the right content and the right time at the highest point of consideration. For key categories, NPD’s and recruiting new customers, this is a key development for us to continue to drive performance for our brands.”
*Contact List segments shared via API
**From 01/01/2024 to 30/09/2024 – Comparing all Onsite display campaigns without sponsorship
