Rewarding the retail customer while generating extra revenue: A perfect example of how market research methodologies can give big data a boost for optimum usage

This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.

Rewarding the retail customer while generating extra revenue: A perfect example of how market research methodologies can give big data a boost for optimum usage

Nicole Huyghe and Bart Vandenreijt

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Introduction

Part of the loyalty program of Carrefour consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point can you motivate the customer to spend more while maximising the feeling