The Company Carrefour is one of the world’s largest and most trusted grocery retailers, serving millions of customers across Europe and beyond through an extensive network of hypermarkets, supermarkets, convenience stores, and a fast-growing eCommerce presence.
As a pioneer in omnichannel retail, Carrefour has been leading the transformation of the grocery experience, blending the convenience of digital shopping with the reliability of in-store service. In today’s competitive landscape, where customer expectations are shaped by instant gratification and personalized experiences, Carrefour has continued to invest in innovation to stay ahead.
With eCommerce playing an increasingly central role in grocery shopping, Carrefour had set its aim to deliver a seamless, data-driven customer experience that connects every touchpoint and maximizes conversion potential.
The Challenge Carrefour’s marketing team faced a common but critical challenge: customers were abandoning their online shopping carts, and there was no structured or efficient way to re-engage them.
Despite having a powerful CRM, the team relied heavily on mass email campaigns without segmentation or personalization. This made it impossible to act on cart abandonment events in real time, leading to missed opportunities to convert high-intent shoppers into buyers.
Carrefour’s goal was clear: recover lost sales by building a dynamic and automated cart recovery flow that could deliver timely, personalized messages at scale.
The Solution To bring this vision to life, Carrefour partnered with Zeotap CDP, leveraging its real-time data unification and activation capabilities.
Step 1:
Carrefour integrated its web properties into Zeotap to capture and track cart abandonment events as they happened. This enabled the marketing team to log behavioral insights in real-time, creating a precise foundation for automated recovery campaigns.
Step 2:
Next, Zeotap triggered tailored recovery emails to customers after a cart was abandoned, leveraging Carrefour’s Salesforce Marketing Cloud setup. These messages were powered by dynamic content and personalized incentives, adapting to user status, basket value, or product type, ensuring that every message felt timely, relevant, and compelling.
The results Within weeks, Carrefour launched its first-ever automated cart recovery flow, marking a major milestone in its digital CRM evolution.
The initiative:
- Reactivated dormant and low-engagement customers through timely, incentive-based communication
- Improved customer experience by offering a more personalized online journey
- Unlocked new revenue opportunities from high-intent shoppers who had previously dropped off
The success of the project demonstrated how small, targeted automations can drive measurable impact across both engagement and revenue metrics.
“Cart abandonment recovery allows us to increase customer loyalty and improve the frequency and AOV of our eCommerce Food customers. Thanks to Zeotap, we’ve been able to automate this journey with low effort and high customer value.”
Alicia Alonso Soldevilla, Digital Marketing & eCommerce Manager, Carrefour
Conclusion Carrefour’s collaboration with Zeotap marked a turning point in its digital marketing strategy, transforming an overlooked challenge into a high-performing recovery channel. With a stronger data foundation and automated engagement in place, Carrefour has taken a major step toward a more personalized and efficient eCommerce experience.
"Cart abandonment recovery allows us to increase customer loyalty and improve the frequency and AOV of our eCommerce Food customers. Thanks to Zeotap, we've been able to automate this journey with low effort and high customer value."
