Carrefour Group is one of the biggest grocery retailers in Europe, with a presence in more than 30 countries globally. The business offers a loyalty program for 80 million-plus cardholders and provides services to over 120 million customers. Part of Carrefour’s mission is to maintain its position as a leading retailer by offering customers personalized experiences, as well as transparency and choice regarding how their personal data is being used. Octavio Ponce, Strategic Customer Engagement and Marketing Director, was part of the team tasked with deploying the solutions within the OneTrust Consent & Preference Management Trust Domain across Carrefour Group’s web properties.
On a tous droit au Meilleur – We all deserve the best
Given the global reach of Carrefour Group’s business, a challenge arose with respect to the sheer volume of customer preferences to collect and maintain, while considering the variety of compliance requirements that the business needs to meet in different jurisdictions. To solve this, Carrefour Group turned to the OneTrust Consent & Preferences Trust Domain and the Consent & Preference Management and Mobile App Consent modules. These solutions helped Carrefour Group exceed its mandatory compliance obligations by offering its customers the same high level of choice and transparency, regardless of location. Octavio explained: “Consent is mandatory in some regions like Europe or the United States, but we wanted to go beyond that. For example, in Argentina and Taiwan, the data protection laws are not as strict as the GDPR or the LGPD. We wanted to be very transparent with our customers with all the information that we were collecting and what kind of information we were using for commercial or for analytics purposes.”
Globally, Carrefour Group offers a variety of services beyond its primary retail offering. Other parts of the Carrefour business include areas such as banking and travel services that are delivered through websites and mobile apps. With a vast array of product offerings across different locations, Carrefour Group needed to implement a solution that delivered digital consent and preference experiences that built trust while meeting the compliance requirements across global privacy laws.
One worldwide vision for consent and consistency
As they aim to deliver a better customer experience and increase their opt-in rates, OneTrust’s CMP consistency has become a competitive advantage for Carrefour Group. This is essential for Carrefour’s business because they rely on customer consent to analyze behaviors and improve their product offerings.