Carrefour has expanded its global partnership with data connectivity platform LiveRamp to enable more robust data collaboration with its CPG partners in nine countries.
LiveRamp’s Safe Haven platform enables data and analytics collaborations between Carrefour and its CPG partners in a safe, privacy-preserving environment. Safe Haven will form the basis of the new Carrefour Links data collaboration business unit, now launching in Spain, Italy, Belgium, Poland, Romania, Argentina, Brazil and Taiwan. The program will include:
- Packaged reports that provide robust insights into campaign performance, category management and shopper analytics;
- Activation of CPG campaigns using Carrefour data across social and open web platforms as well as Carrefour’s owned and operated assets; and
- Measurement tools allowing CPGs to better understand the impact of marketing activities on sales utilizing retail data, and move the needle to drive key business outcomes.
With third-party tracking identifiers going by the wayside, quality first-party data is becoming critical for the creation of personalized customer experiences and relevant marketing campaigns. Retailers are in the enviable position of having ample sources of first-party data on their customers, but the same is not always true for CPG brands. That’s why finding secure ways to share relevant consumer insights while still respecting customer privacy is becoming essential.
“LiveRamp will be a critical accelerator of Carrefour’s transformation into an industry-leading data-driven retailer,” said Elodie Perthuisot, Executive Director of E-Commerce, Data and Digital Transformation at Carrefour Group in a statement. “We are delivering great value by working more collaboratively with our CPG and retail supply partners with Carrefour Links. We are excited by our partnership with LiveRamp, working together to deliver robust new consumer insights and capabilities to hundreds of our CPG partners on a global scale.”
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