A grocery shopper rarely moves in a straight line. She browses on her laptop at lunch, adds a few items to her basket and gets pulled away. She might come back later, on another device, through an ad or an email. Or she might not come back at all.
For Carrefour España, the challenge was to meet that shopper with something relevant wherever she turns up next, rather than treating every channel as a separate audience.
With Zeotap CDP providing a single view of each customer, Carrefour España’s teams now apply the same logic across very different activities: read what the customer is actually doing, and act on it wherever she is. Three examples show what that looks like in practice.
Bringing shoppers back to the basket they left
The clearest proof comes from abandoned cart recovery on food orders. Carrefour España ran a pilot on its website, measured against a control group. When a shopper adds products to her basket, that behaviour is captured in real time and linked to her Carrefour account. If she doesn’t complete the purchase within a set window, she receives a reminder by email and then by push, showing the products she left behind at the prices of her local store.
That last detail matters. A reminder that reflects her basket and her store is one she can act on immediately.
The pilot delivered a +5.19% incremental uplift against the control group. These are purchases that would not have happened otherwise. Measuring against a control group is what separates the orders the journey created from the ones shoppers would have placed anyway.
Over the pilot period, more than 3,000 orders were recovered, and one in three baskets reached by the journey ended in a purchase.
Web personalisation that earned the right to scale
On the website, Carrefour España started small, with a single pilot. Every campaign was measured against a benchmark, so each result was one the business could defend. That made the case for scaling: within six months, one pilot had become seven campaigns.
The best-performing campaign delivered up to +159% transaction rate uplift in the first half of 2026.
Paid media spent on shoppers who can still be won
In paid media, CDP audiences have been an always-on input to Carrefour España’s campaigns throughout 2026. Suppression keeps budget away from people it shouldn’t be chasing, and lookalikes find new shoppers who resemble the customers Carrefour already understands. Spend goes to people who can still be won, rather than to broad generic segments.
Compared with audiences built without the CDP, Carrefour España’s CDP audiences delivered a −43% cost per unique user. Click-through rate rose from 0.65% to 1.17%.
Three teams, one view of the customer
None of these activities depends on the others. They have different owners, run in different channels and are judged on different measures. What makes them one omnichannel strategy is what they share: the same customer view and the same logic. Each reads what a shopper is actually doing and responds wherever she is, in her inbox, on the website or in a paid placement.
Carrefour España did not have to wire every channel into a single journey to get there. Each team works from the same understanding of the customer, and the shopper meets a brand that recognises her, whichever team reaches her first.
There is a second thread running through all three: each was measured against a baseline. Cart recovery against a control group, personalisation against a benchmark, paid media against audiences built without the CDP. That is why the results hold up, and why the business can build on them with confidence.
What comes next
With incremental value proven in the pilot, Carrefour España’s next step is to take what has worked in cart recovery further. The method stays the same: test against a baseline, then scale what proves itself.
“Having one view of the customer behind cart recovery, the website and paid media means every team starts from the same picture of who she is and what she’s doing. And because we measure everything against a control group or a benchmark, we know which results are real. That’s what lets us decide with confidence what to scale next.“
— Alicia Alonso Soldevilla, Digital Marketing & eCommerce Manager, Carrefour España
If you lead ecommerce, CRM or marketing in retail and want to see how a single customer view could work across your own channels, find out more about Zeotap for retail: https://zeotap.com/solution/industries-retail/
