Carrefour — French retailing company — launched own mobile application in 2012. In the very beginning it served as an instrument for checking prices of goods and receipt of information about nearest shops. Later functional capabilities of the application were increased by adding services using geotargeting.
Upon entering a chain shop customers received a welcome-notification. Further the application offered to obtain interesting goods, simplified navigation through the shop and gifted personalized coupons – all these notifications were grounded on the history of purchases of each separate customer.
The result of the pilot project exceeded all expectations. During 7 months the number of application users increased by 600% and the time spent at its pages by 400%. The information received about the way customers moved around the shop helped the merchandisers to ensure more efficient allocation of goods and to improve internal logistics.