An unexpected alliance. While supermarket chains are doubling down on promises on price cuts in the coming weeks, Carrefour has announced that it is testing a preferential subscription offer with streaming giant Netflix.
From Tuesday 16 January, customers in the Bordeaux and Rouen regions can subscribe to a subscription for €5.99 per month, without commitment, which gives them access to the Netflix Standard package with ads (single screen), but also to a 10% discount on 6,000 products from Carrefour private labels. in the food, hygiene and drugstore industries. In other words, almost all of the brand's in-house products.
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In other words, subscribers pay the price of the first Netflix package like any other user, but can, in addition, reduce their travel budget. One hundred and eight stores of all sizes are affected, from the Carrefour Market to the Hypermarket.
The platform wants to "reach out to new audiences"
To subscribe to this "Carrefour Plus" formula, there are two solutions: the purchase of a "gift card" format in store, on which a flashcode redirects to the Carrefour.fr website, from where the customer can link an existing Netflix account or create one. Or registration directly on the website.
The discounts, once the account has been activated, will be available upon presentation of the classic loyalty card in store, in person or in a dematerialized version on a mobile phone. Two other similar plans give access to the ad-free Netflix Standard and Premium (multi-screen) subscriptions at 13.49 and 19.99 euros.
A first in France, inspired by the collaboration born in 2022 between the American distribution behemoth Walmart and Paramount+. For Netflix, the leading streaming platform with 10 million French customers, "the goal is to seek new audiences, to see if this offer could convince those who were hesitant to subscribe," says Laurent Uguen, commercial director Netflix France, Middle East, Africa and Turkey. Currently, 80% of French households already have a subscription to a streaming platform.
The retailer hopes to convince 3% of its customers
In 2021, Carrefour had already tested a food subscription system in the Rouen area, allowing its customers to have access to a 15% discount on the group's references. "We had observed one or two more visits to the store per month for subscribed customers, who were then less likely to go to other stores," says Caroline Dassié, executive director at the Carrefour Group. In the inflationary context, "we know that there are a lot of contractions in spending on cinema, holidays... We wanted to be able to provide an entertainment offering to our customers," she continues.
Carrefour, which hopes to convince 3% of its customers with this offer, will test this format until the end of 2024. If the results are conclusive, the scheme will be extended to the rest of France next year.