Carrefour in France is pioneering geolocated TV advertising to promote non-food products while advancing its strategic goal to phase out paper leaflets. This innovative initiative targets viewers using internet-connected TVs—representing nearly 90% of French households—within Carrefour store catchment areas. Weekly campaigns highlight discounted products.
“We aim to maximize promotion visibility through digital channels while reducing reliance on print,” says Frédéric Preslot, Carrefour’s Operational Marketing Director for France. He adds that this complements the retailer’s existing investments in its mobile app and CRM systems.
To streamline campaign management, Carrefour collaborates with CoSpirit, which has supported its local marketing efforts since 2023. “Connected TV allows us to innovate and fine-tune advertising pressure for each campaign and store,” explains David Scalia, Sales Director at CoSpirit.
Carrefour also leverages Armis' platform to automate and industrialize ad distribution, creating highly targeted campaigns based on postal codes. “This is a first in retail for such detailed, industrialized campaigns,” notes David Baranes, co-founder and co-CEO of Armis.
To control production costs, Carrefour partners with Wonder to create 3D video ads for connected TV platforms. Starting this year, artificial intelligence will further streamline video production.
Carrefour’s campaigns air on leading connected TV platforms, including TF1+, M6+, FranceTV, MyCanal, RMC-BFM, and YouTube, avoiding live TV channels. According to the retailer, these ads achieve hundreds of thousands of views per operation, significantly boosting sales of promoted products.
As part of its sustainability strategy, Carrefour plans to eliminate paper catalogs by 2026. Over 300 stores have already stopped distributing leaflets, with remaining stores significantly reducing printed content. CEO Alexandre Bompard views this as a critical step in Carrefour’s strategic transformation.
Connected TV campaigns signify a bold move towards digital marketing leadership, enabling Carrefour to connect more effectively with consumers while reducing environmental impact.
As part of its sustainability strategy, Carrefour plans to eliminate paper catalogs by 2026. Over 300 stores have already stopped distributing leaflets, with remaining stores significantly reducing printed content. CEO Alexandre Bompard views this as a critical step in Carrefour’s strategic transformation.
Connected TV campaigns signify a bold move towards digital marketing leadership, enabling Carrefour to connect more effectively with consumers while reducing environmental impact.