Carrefour version 2.0 privileges relationship actions
Gazeta Mercantil - 02/11/2008
After an intense 2007, with the purchase of the wholesaler chain Atacadão by Carrefour for US$ 1 billion, the supermarket sector started 2008 at full steam. It is now the very French group that has reformulated its communication strategy. The company is betting on a change of perception on the part of the consumer regarding the Carrefour brand. According to researches of the company, the retail group is traditionally associated to the idea of a conservative organization, cold and distant from the customers. The intention, from now on, is to change the tune, showing a modern, sympathetic and close- to-the-customers Carrefour, to the point of accepting the clientele's criticism. In this context, the Internet assumes a major role as a relationship platform, with the use of the site, blog and interactivity resources. The outlines of the new arrangement can already be noticed. A large national advertising campaign started this weekend and it will include TV, radio, printed press, and Internet. Developed by the AlmapBBDO agency with an investment of R$ 10 million (US$ 5.7 million) the action will be on the air until the end of the month and will advertise the CUCA (Carrefour United Consumers). There are five real customers as protagonists of the campaign. According to the company, the participation of this group will not be limited to the advertising. They will undertake the role of consultants and offer the company tips and criticism on products and services. In this regard, Internet is an important channel to gather the opinions of consumers and stimulate interactivity. The site will feature recipes, and well-being information. The blog, on its turn, will allow discussions, debates, transmission of videos, and surveys.