Tomorrow, all subscribers?
Carrefour will experiment from September 20 the monthly subscription in about twenty of its stores located in Rouen (Seine-Maritime) and its metropolitan area, reveals LSA Conso, confirming information from specialist Olivier Dauvers.
Against 5.99 euros per month, the brand will offer a 15% reduction on all the products of its distributor brands.
The device could be extended in 2022.
A similar device already exists since 2019 at Casino with "Casino Max Extra".
Against 10 euros per month, there is a 10% discount on all races.
A process that Monoprix, also from the Casino group, took over at the end of August, under the name of “Monopflix”.
As for Casino, a 10% reduction is offered on all food, maintenance and hygiene, and free delivery (from 50 euros of purchase) to those who subscribe against 9.90 euros per month.
Objective: retain customers
For the brands, the stake is simple: the monthly subscription helps to build customer loyalty and prevent them from scattering their purchases in different brands (even if it means traveling more). This system also makes it possible to ensure fixed revenues, independent of sales, and to retrieve data on users' consumption (by "forcing" them to have and use a loyalty account).
Carrefour will test its device in the 21 stores in Rouen and its surroundings. All brands, from hypermarkets (Carrefour) to convenience stores (Carrefour City and Carrefour Express), including Drive, will be affected. Unlike Casino and Monoprix, the 15% reduction will only be valid on the brand's brands, says LSA-Conso. The subscription would therefore be profitable from a little more than 50 euros of purchases.
