In today’s rapidly changing digital marketing landscape, the integration of data and personalisation of customer experiences have become essential for businesses aiming to boost customer satisfaction and achieve growth. One of our most compelling examples of successful integration is the partnership between Zeotap CDP and Carrefour. This blog delves into how Zeotap Customer Data Platform (CDP) helped Carrefour achieve remarkable results by transforming their data strategy, optimising marketing efforts and ultimately improving productivity and driving growth.
Challenges faced by Carrefour
Prior to their partnership with Zeotap CDP, Carrefour encountered a series of significant challenges that impeded their ability to effectively leverage their data and optimise their marketing strategies. These obstacles not only hindered their operational efficiency but also limited their capacity to deliver personalised customer experiences. The key challenges were:
- Fragmented Data: Carrefour’s data was scattered across various platforms, leading to inefficiencies in data utilisation and customer segmentation.
- DMP Limitations: Their existing Data Management Platform (DMP) struggled to provide the granularity and real-time capabilities needed for effective customer targeting.
- Marketing Autonomy: While the paid media team could autonomously create and manage audience segments using a DMP, we looked for a more integrated and efficient system like the CDP that could streamline the process and further reduce time-to-market.
Comprehensive Solution offered by Zeotap CDP
Zeotap CDP provided a comprehensive solution addressing Carrefour’s challenges with a focus on three key areas: productivity and growth.
Productivity - Enhancing Marketing Efficiency with CDP Integration
The integration between Zeotap CDP and Carrefour significantly enhanced productivity by enabling a seamless migration from Carrefour’s existing Data Management Platform (DMP) to Zeotap CDP. While the paid media team previously had full autonomy to create and manage audience segments using the DMP, the transition to the CDP brought additional benefits. The Zeotap team facilitated this process, ensuring that audiences were seamlessly transferred to the new system. This migration not only maintained Carrefour’s ability to activate campaigns efficiently but also further streamlined the process, reducing time-to-market. Zeotap CDP empowered Carrefour’s marketing team to launch campaigns faster and more effectively, providing the agility needed to respond swiftly to market changes and customer demands.
Growth - Generating and Activating Concise Audiences
Growth has been another area of focus in the Zeotap-Carrefour partnership, with a particular emphasis on generating and activating precise audience segments. Zeotap CDP’s user-friendly Audience module enabled Carrefour to create and activate these segments without any technical assistance. This capability significantly enhanced the precision of audience targeting in paid campaigns, ensuring that marketing efforts reached the most relevant and high-potential customers. By unifying browsing and purchasing data on the same platform, Zeotap CDP provided detailed insights that allowed Carrefour to increase the percentage of eligible users in their paid campaigns, driving substantial growth in their customer base.
Live Use Cases: Suppression and Retargeting for Optimised Marketing Spend and Higher Conversion Rates
One of the significant live use cases implemented through the Zeotap CDP integration was the suppression of customers who were not in a position to make purchases, ensuring that marketing efforts were more focused and efficient. By suppressing these customers, Carrefour was able to avoid unnecessary marketing expenses, thus optimising their budget to target only those who were eligible and ready to purchase.
Another successful use case was the retargeting of online navigation behaviour. By tracking customers’ online activities, Carrefour could re-engage them with personalised and relevant marketing messages. This approach allowed Carrefour to drive higher conversion rates by tailoring their marketing efforts to the specific interests and behaviours of their customers. The ability to re-engage these customers effectively resulted in improved conversion rates, showcasing the power of personalised marketing strategies enabled by Zeotap CDP.
Work in Progress Use Cases and Future Objectives
Carrefour is actively enhancing their marketing strategies and customer experience through several key initiatives. They aim to recover abandoned carts, understand the impact on loyal customers, and provide personalised website experiences. By implementing targeted strategies to identify where and why customers abandon their carts, Carrefour seeks to increase sales and improve the overall shopping experience. The clear objective: recover abandoned carts, enhance loyalty programs, and deliver personalised experiences to boost sales, leading to increased revenue and enhanced customer satisfaction.
Another successful use case was the retargeting of online navigation behaviour. By tracking customers’ online activities, Carrefour could re-engage them with personalised and relevant marketing messages. This approach allowed Carrefour to drive higher conversion rates by tailoring their marketing efforts to the specific interests and behaviours of their customers. The ability to re-engage these customers effectively resulted in improved conversion rates, showcasing the power of personalised marketing strategies enabled by Zeotap CDP.
Looking ahead, Carrefour has set several objectives for future phases. These include:
- Own Media Activation: Integrating Carrefour’s own media team with the CDP to support their work and enhance internal collaboration.
- Paid Media Activation: Identifying additional activation platforms using native connectors for broader and more effective marketing reach.
- Enhanced Data Strategy: Bringing customer segmentation data to enhance real-time use cases, allowing for more dynamic and responsive marketing efforts.
The integration between Zeotap and Carrefour stands as a testament to the power of effective data management and customer personalization. By leveraging Zeotap CDP, Carrefour has not only overcome the limitations of their previous DMP but also achieved significant improvements in marketing efficiency, audience targeting, and customer retention. This successful partnership highlights the transformative potential of data-driven strategies in the retail sector, paving the way for future innovations and growth.
For more insights on how Zeotap can revolutionise your data strategy, you can request a demo here and discover the full range of solutions tailored to your business needs.
