CLEVERADVICE | PROJECTS | CARREFOUR
in 30 countries and the second largest in Europe.
PROJECT | CARREFOUR PROPOSITION DEVELOPMENT
The management of Carrefour Italy intends to improve the loyalty of their over 5 million Italian customers, in particular the high-spenders, by offering them a range of payment products in line with their purchasing behaviors and risk profiles to consolidate their relationship and increase sales.
The management requested CleverAdvice to develop a value proposition to create a range of payment products aimed primarily at SpesAmica Payback loyalty cardholders, but also suitable to a wider customer base.
What have we done?
We clustered Carrefour customer base and identified primary and secondary targets for a range of payment instruments.
We developed open-loop payment products with features in line with the needs of Carrefour customers, including:
Prepaid card account
Classic credit card
Premium credit card
Payment products and services
For each payment product we created a business case in order to show the revenues and profit generated by each product.
We defined innovative services associated with the payment instruments, such as tailored reporting of expenses available online and in-app, multi-product management services and personalization of features of each payment product.
We provided guidance on how to leverage transactional data to build a customer purchasing behavior and how to use it to drive purchases through the new payment instruments we designed at Carrefour stores.
We designed a user-friendly onboarding of the new payment products by structuring a multi-channel onboarding process across digital channels and Carrefour stores in order to
facilitate any customer type to onboard. We also assessed the impacts of KYC, AML and PSD2 regulations on the customer journey in order to retain a pleasant user experience.
In the last phase we implemented an effective strategy to launch the new payment products toward the physical channels and online in order to maximize customer acquisition.
- Structuring of a range of electronic payment instruments
- Tools and guidance to attract target customers and stimulate the use of the new payment instruments at Carrefour stores and increase customer profitability
- User-friendly onboarding process and operational guidelines for rapid implementation
- Launch strategy across physical and online channels
STRATEGIC ADVISORY MILAN
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