Majid Al Futtaim Retail, the operator of Carrefour in the Middle East, Africa, and Asia, is directly integrating its in-house technology and advanced analytics pipeline with the CitrusAd retail media platform to accelerate the offering across all its markets.
According to a press release, the Dubai-based retailer operates over 375 Carrefour stores in 17 countries, serves more than 750,000 customers daily, and employs more than 37,000 people.
Combining CitrusAd’s retail media technology with Majid Al Futtaim’s data and advanced analytical capabilities, the exclusive Carrefour franchisee will provide brands and suppliers with unprecedented access to insights and relevant first-party data to drive meaningful growth.
Majid Al Futtaim Retail is the first retailer in the wider region to offer such transparent access for supplier success via the CitrusAd platform, signaling an exciting long-term strategy into digital retail media.
The integration will provide personalization and enhance customer shopping experiences whilst empowering suppliers to launch sponsored products, display ad campaigns, and more at the point of purchase to grow sales and accurately measure their ROI via real-time reporting dashboards. All this is achieved while registered, and guest customers’ private data is kept safeguarded at the highest standard within the Carrefour platform ecosystem.
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Majid Al Futtaim introduced Carrefour to the UAE in 1995 and owns the brand’s rights in over 30 countries across the Middle East, Africa, and Asia.
“As a pioneer in data transformation, we are unlocking our first-party data that spans across our geographies and a wide range of digitization initiatives. We believe that every day should be effortless, which is why we are integrating with CitrusAd‘s open API to enable our supplier community to achieve better results while offering added personalization for our customers,” said Nalla Karunanithy, Chief Digital Officer at Majid Al Futtaim Retail.
Globally there is a significant shift of digital advertising dollars moving into digital retail media opportunities similar to this offering from Carrefour and CitrusAd, which combines a strong omnichannel retailer destination with the right technology.
Investment from brands is increasing due to the reporting transparency combined with the impact and influence eCommerce shelf space and display ad activity have on a brand’s online sales and in-store sales growth.
CitrusAd Co-Founder Nick Paech stated, “We are delighted to be invited into Majid Al Futtaims’ Carrefour’s ecosystem and long-term strategy. They are a strong, exciting omnichannel retailer with an eCommerce destination of influence; this fact, combined with our technology, will make for a very exciting retail media journey for them and their brands. We look forward to playing our role in Carrefour’s continued success and offering a refreshingly easy to use and impactful solution to the region’s brands and agencies.”