Paris, 2024/12/10 – To go further in its paper catalog digitalization strategy started in 2023, Carrefour France is relying on its media & technology partners (CoSpirit and Armis) to deploy Connected TV locally via the main broadcasters on the market.
A tailor-made and automated system store by store
Since 2024, geolocated Connected TV campaigns via the main broadcasters have complemented the digitalization strategy for promotional offers in Carrefour Hyper and Market stores. This new lever contributes to the objective of maintaining media reach following the discontinuation of the paper catalog, while limiting loss in the catchment area.
Every week, store by store, the brand uses Connected TV to promote a flagship product from the non-food offer. To orchestrate such a multi-local system, Carrefour emphasizes automation at all stages of the campaign (from the creation of video spots to the configuration of campaigns on BVOD platforms).
An unprecedented co-innovation on the market
To successfully complete this transition, the brand is supported by the CoSpirit media agency for the management and optimization of on and offline campaigns, the Armis technology platform for the automated operational management of the digital system, Wonder for the production of 3D video spots broadcast on TV, not forgetting TF1 Pub, the preferred partner agency at the launch due to its status as leader in the Connected TV market via its TF1+ streaming platform.
This system is now deployed on the main BVOD platforms (TF1+, M6+, FranceTV, RMC-BFM, MyCanal) and YouTube.
“Thanks to connected TV, we can expose our flagship non-food offers to the greatest number of consumers and as close as possible to our stores. We are pleased to have co-constructed with our media partners this innovative solution that reinvents our commercial communication.”
Frédéric Preslot, Operational Marketing Director France at Carrefour
“We are proud to support Carrefour in the transition of its catalog and to implement more effective strategies to compensate for the discontinuation of the paper catalog. Since 2023, every week, we have been supporting the brand and Carrefour Hyper and Market stores via our SOCLE tool to promote local commercial offers via a complete digital mix (CRM, social networks, display, specialized sites). With Connected TV, we continue to innovate to stay as close as possible to consumers and the brand’s commercial action plan.”
Florian Grill, CoSpirit Co-founder and President
“We have pushed back the technological frontiers by integrating Connected TV into the Armis platform, thus offering Carrefour an unprecedented capacity for large-scale deployment of local campaigns for its stores on the TV screen. This is a real revolution for retailer communication, and we are very proud to support Carrefour alongside CoSpirit in this major innovation that redefines the standards of our sector.”
David Baranes, Co-founder & co-CEO, Armis
A transition from the paper catalog based on a personalized media device operation by operation, and store by store
Since 2022, CoSpirit & Armis have been supporting Carrefour France in the deployment of its new alternative strategy to the distribution of leaflets in mailboxes. As part of the 2026 plan presented in 2022 by Alexandre Bompard, Carrefour France has announced that it wants to reduce the distribution of its catalogs by 80% by 2024. To meet this objective, more than 300 Hyper and Market stores have already stopped distributing catalogs (the “0 waste” stores), with the aim of not impacting their point-of-sale traffic or their turnover. To this end, CoSpirit has co-developed SOCLE (meaning Leaflet Compensation Solution, SOlution de Compensation des LEaflets in french) with Carrefour France, an innovative approach to audience compensation. It relies on new media KPIs, as well as an online tool including dashboards and mapping.
At the same time, Armis has integrated this approach by increasing the capacities of its technological platform to industrialize new varieties of local digital campaigns, adapt its optimization algorithms to target audience compensation and automate data extraction to feed the dashboards
About CoSpirit Groupe
Created in 1994, CoSpirit MediaTrack became CoSpirit Groupe in 2022. Resolutely independent and strong in the integrated approach of its various subsidiaries, the group capitalizes on its expertise in different communication territories: national and local media, non-media and retail media. Its marketing and media teams rely on strong tech and data expertise on the one hand, and on its own methods and tools on the other. The group has experienced very significant growth and is also continuing its international development by relying on the international network of independent media agencies “Local Planet”, of which it is a founding member and shareholder. In 2023, the group has more than 230 employees, spread between Paris and Lyon, and generates 33 million euros in turnover. It is aiming for 45 million euros by 2026 by passing the milestone of one billion in space purchase volume. In terms of its commitment, the group resolutely defends responsible advertising, integrating CSR criteria into communication campaigns and also campaigns for a relocation of media investments. In line with the underlying trend of the circular economy and the need for local anchoring, its president, Florian Grill, regularly shares his convictions in forums (Le Monde in 2021, Les Échos in 2022 and L’Opinion in 2023) and the group is a founding member of the association “Les relocalisateurs”.
As part of the Agence Media de l’Année 2024 award organized by TheMediaLeader, CoSpirit Groupe received 4 awards, including the grand prize “Agence Media de l’année 2024” (in the independent agencies category).
About Armis
Armis supports physical brands with AI-powered automated local digital campaigns for each point of sale via various digital advertising channels (Google, Meta, Connected TV, SMS, etc.), optimizing media investments. Expert in supporting physical networks to digital, ARMIS helps brands attract and retain customers at the point of sale.