Carrefour
Carrefour have successfully transformed buying intention into in-store action by uploading their promotional catalogue to Pinterest and combining dynamic targeting with CRM retargeting.
Objective
As they gradually stopped distributing paper promotional catalogues, Carrefour faced a major challenge: continuing to engage an audience on the lookout for good deals and converting them into in-store sales.
To achieve this, the brand set their sights on Pinterest, which offers fertile ground for concrete solutions and everyday projects. The objective was to make the e-catalogue a new lever for acquisition and conversion, able to transform interest into sales.
Strategy
Carrefour built their strategy around a digital e-catalogue, distributed on Pinterest and directly linked to their weekly sales plan. By using a variety of advertising formats covering the entire user journey, from inspiration to purchase, Carrefour have been able to integrate themselves into people's buying journey in order to offer concrete solutions.
In capitalising on the unique buying intentions of the 16.4 million people using Pinterest in France, Carrefour have activated two complementary levers: dynamic targeting, based on interests and searches relating to food and home, and retargeting existing customers by integrating their CRM database with Liveramp.¹2 A strategy designed to turn inspiration into concrete conversions, directly in stores.
"
As part of our catalogue digitisation strategy, we chose to carry out a two-month campaign on Pinterest to promote our catalogue offers to their purchase-focused audience on the lookout for good deals. The campaign generated a 12.9% uplift in in-store sales attributed to Pinterest across the promoted categories, according to Liveramp.¹"
Lucie Jan,
Head of Digital Marketing & Media
Results
The campaign on Pinterest enabled Carrefour to transform a digital transition challenge into a real commercial success. According to Liveramp, drawing on the e-catalogue and an in-depth targeting strategy, the brand recorded a 12.9% uplift in in-store sales in the household appliances/multimedia categories with people who had seen the campaign.¹
These results exceed Carrefour's usual benchmark for this type of campaign by 80%, confirming the effectiveness of Pinterest as a drive-to-store lever.¹
+12.9 %
in-store sales uplift in the appliances/multimedia categories via the e-catalogue¹
+80%
better performance than the Liveramp benchmark for similar campaigns¹
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Carrefour used Pinterest's dynamic targeting to reach people on the site based on their interests – food, home equipment etc. This approach made it possible to align each promotional message with people's concrete intentions and searches, week after week, with a direct link to the commercial plan.
The campaign respected Pinterest's creative best practices: attractive visuals, clear branding, products highlighted effectively that were appropriate for the season. This respect for Pinterest's visual codes enabled smooth integration into the user journey while reinforcing the viewability of Carrefour's promotions.