FranceRetail and e-commerce2019 – ongoingFranprix
AI-personalized coupons for supplier-funded promotions
Franprix received €8 to €11 in extra turnover per €1 spent after moving to AI-personalized coupons
Problem
Franprix ran promotional campaigns to build loyalty and to give suppliers visibility in its stores. Some national campaigns returned a negative ROI. The chain wanted more personalized offers and wanted suppliers to set their own campaign goals.
Approach
Franprix used a platform from the data company relevanC, running on Google Cloud since January 2019. Suppliers set an annual budget and say when and how to use it. An algorithm built by relevanC then issues personalized coupons, weighing customer profiles, Franprix's loyalty goals and each supplier's goals. Integration took a few weeks.
Results
Takeaway
Franprix moved from broad promotions to coupons matched to each customer and each supplier's goal. It reports that this fixed the weak return on some national campaigns.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- Adoption
- Vendor solution
- Evidence
- Vendor case study
Sources
Source summaries
Google Cloud's customer story describes how Franprix, a French supermarket chain, used the relevanC platform to issue personalized coupons funded by suppliers. It reports that every €1 invested now generates €8 to €11 in incremental turnover, after some national campaigns had a negative ROI. The page carries no date; the Internet Archive first saved it on September 15, 2022.
Full details are in the original sources.