The challenge
Carrefour wanted more revenue from its shoppers, but conventional cash-reward loyalty is expensive and eats margin. It was also spending heavily on joint promotions with suppliers without knowing which customers actually responded. The opportunity: a loyalty programme that drove spend without the reward cost — and a data asset that made the supplier relationship pay.
What we did
Built a lucky-draw mechanic instead of cash back — every SGD$1 spent earned a monthly prize-draw entry, deliberately cheaper than per-customer rewards and tuned to local shopper preference. Stood up a loyalty data warehouse that became the go-to asset for supplier negotiations. Added basket-level uptake measurement so suppliers like P&G and Nestlé could launch products and see exactly who bought them — a retail-media network years before the term existed.
The outcome
- 2% incremental revenue from Carrefour-owned targeted promotions
- 250k members enrolled
- Joint-promotion costs cut 50% — suppliers funding better-targeted campaigns