Turn shoppers into buyers

Luca Catzola
Carrefour, Italy

Carrefour has recognised the need to give shoppers a unified experience of the retail brand that conveys not just quality and value, but also enjoyment

The way people shop is changing as rapidly as the marketing and selling of products is evolving. The best shopping experience comes from the mutual influence between consumers' requests and retailers' proposals.

With advertising media channels becoming ever more fragmented, retail point-of-sale is arguably the universal meeting point – the place in which the crucial act of relating with the brand, switching from interest into involvement and, ultimately, the act of buying, takes place.

Retailers therefore have a very important role in the brand relationship circle, providing tactical initiatives that are not connected to other forms of communication to develop real space in which customer dialogues and services can improve the shopping experience. Customer satisfaction and long-lasting loyalty to a specific retail brand are the consequence of a virtuous meeting of the customer's and brand's personality and the retail discovery during the purchase journey. Shopping is turned into a pleasant, satisfying experience that triggers a sequence of positive emotional reactions.