Webinar on local digital marketing: Carrefour express answers our questions (part 2)
Before launching their digital actions, store managers had very different expectations depending on their commercial environment. Visibility, traffic, promotions… how to reconcile these multiple objectives in a coherent local strategy? This second video of the Carrefour Express webinar provides concrete insight into the real needs on the ground and the responses provided by digital marketing.
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On the occasion of the webinar organized in collaboration with Carrefour express on March 13, 2018, several questions were asked to Christophe Polsenaere, responsible for local digital activation of more than 300 proximity stores. Discover the second one in video!
https://www.youtube.com/watch?v=FJLn4p4n-HM
Video summary
What were the expectations of your store managers before implementing these local digital marketing actions?
Christophe Polsenaere explains that the expectations of points of sale are multiple and diverse because they belong to two types of segmentation:
- “Euro” type stores: the objective of the campaigns is to make the store known, more precisely its location and its differentiating services.
- Urban-type stores: the consumer is in “passage” mode and the objective is to get him to enter the point of sale through very attractive promotions and/or promotions based on consumption moments as mentioned in the previous question.
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