Carrefour has launched a new loyalty programme in France, called “Club Carrefour”. Its ambition is to attract half a million new members through discounts and an improved shopping experience.
Stopping the drain
Carrefour has fourteen million card holders in its home market, but lost a whopping 150,000 of them just last year. That loss was partly due to a new law limiting discounts on food, hygiene and beauty products, but also to the fact that the retailer used different customer loyalty mechanisms per shop format. For example, holders of a certain card got a 10 % discount on fruit and vegetables in supermarkets, but not in hypermarkets or online.
