An emblematic major retail brand has just launched its new loyalty program, with numerous promotions and discounts on everyday products such as fuel.
To encourage their customers to come back regularly and push them to buy more, most major retail brands offer them programs and loyalty cards allowing them to benefit from reductions but also to accumulate points to build up pools of equivalents in euros. Often modest amounts, but which, accumulated over time, can represent quite large sums, which is not negligible in times of inflation.
For the new year, Carrefour has decided to overhaul its loyalty program, which benefits no less than 14 million customers. On January 13, the distributor will launch a new program, called “Le Club”. First major novelty, and not the least: Carrefour puts an end to the fragmentation of loyalty offers. While, until now, only certain formats of the brand allowed a 10% bonus when purchasing fruit and vegetables, everyone can now benefit from it, including drives and hypermarkets, which were exempt.
In addition to the 10% discount on fruits and vegetables, Club members will be able to benefit from a 10% discount on Carrefour Bio products (approximately 1,000 references), every day of the year. “With these reductions, Carrefour organic products are now the cheapest on the market“, assures Caroline Dassié, executive director of global marketing, customers, and own brand of the Carrefour group.
The distributor has not forgotten its 1.3 million customers who have subscribed to the Pass card, a credit card affiliated with the Carrefour bank which costs the modest sum of 1.5 euros per month. Here again, all store formats are affected, including hypermarkets – which have many card holders.
Until now, members benefited from 3 euros in prize pool for every 60 euros of purchases during Pass Days. From now on, it will only take 10 euros of fruit and vegetable purchases and 10 euros of Carrefour product purchases to raise 3 euros every Tuesday. In addition, during this day, the discount rate increases to 15% on fruits and vegetables and items labeled Carrefour Bio. Customers will also benefit from 15% on Carrefour private labels (distributor brands) (i.e. 7,000 references). The brand thus promises a “more generous” program.
But Carrefour doesn’t stop there. The distributor wants to double the rate of personalized promotions by 2026, from 5 to 10%. In addition, thanks to the application, Club members will be able to take on personalized challenges, access exclusive offers and use the “Mon Avis Le Rend Gratuit” service to test new products for free in exchange for their feedback.
Finally, the brand plans to launch a fuel bonus, which would however be one-off. For example, it could be a 5% discount on refueling, reserved for Club members. Tests are planned by the end of February.
This new loyalty program comes at the right time, because Carrefour recorded the loss of 150,000 cardholder customers in 2024. A particularly worrying figure for a brand that generates three times more turnover from cardholders than from traditional customers . The objective is therefore to win back these consumers and attract 500,000 new ones by the end of 2025.
But will this be enough to make the difference with discounters, particularly for promotions on major brands? The competition, starting with Auchan, Intermarché and Leclerc, also offers attractive loyalty offers. This new program therefore restarts the price war. And with its immediate discounts, its digital advantages and reductions on fuel, Carrefour displays arguments that could well convince.
