flipped

- 41:09

Interview

or listen on

How Carrefour Links is Transforming Retail Through Data Collaboration

📍Paris, France

In a recent episode of the OFFBounds podcast, Emmanuel Malkor, Managing Director of Carrefour Links, shared insights into how this specialized division of Carrefour is driving innovation in retail through data collaboration. Since its inception in 2021, Carrefour Links has focused on centralizing data from eight countries into a unified “data lake.” This ambitious project has allowed Carrefour to optimize decision-making across marketing, supply chain management, and category operations, providing a foundation for smarter, data-driven retail strategies.

Previously, Carrefour Links included retail media as part of its scope. However, Malkor explained that retail media operations have since moved to a dedicated division, Unlimitail, formed in partnership with Publicis. This shift allows Carrefour Links to concentrate exclusively on its core mission: enabling data collaboration between Carrefour and its suppliers. Through advanced analytics and dashboards, Carrefour Links provides partners with actionable insights, fostering growth and operational efficiency. A standout example of this collaboration involves Procter & Gamble, which leveraged Carrefour’s data in Romania to optimize its diaper category, achieving impressive sales growth.

Malkor also discussed how Carrefour is harnessing artificial intelligence (AI) to enhance its internal operations. While Carrefour Links’ AI initiatives are still evolving, their focus is on improving data quality and efficiency for both Carrefour and its partners. Malkor highlighted the challenge of working with suppliers at varying levels of data maturity. Larger brands often request raw data for their in-house analysts, while smaller companies rely on ready-to-use dashboards. Carrefour Links has tailored its offerings to meet these diverse needs, ensuring all suppliers can benefit from data-driven solutions.

Looking to the future, Malkor emphasized the importance of cultural shifts in the retail industry. He noted that Europe’s retail ecosystem is still heavily transactional, unlike the collaborative approaches more common in the US and UK. Malkor believes that fostering closer partnerships between retailers and suppliers is crucial for unlocking the full potential of data collaboration and monetization. With Carrefour Links, Carrefour is well-positioned to lead this transformation, creating a more innovative and data-centric future for the retail industry.

Listen more

Retail Intelligence in Action

Beyond the hype: How AI fuels speed, insight, and story-doing

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

Retail Intelligence in Action

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

Beyond the hype: How AI fuels speed, insight, and story-doing

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

Trends

Build-A-Bear’s 1,900% Run: Experience and Digital That Convert

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

Trends

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

Build-A-Bear’s 1,900% Run: Experience and Digital That Convert

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

Retail Intelligence in Action

Trust, ethics, and identity: How to stay authentic in the age of AI

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Retail Intelligence in Action

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Trust, ethics, and identity: How to stay authentic in the age of AI

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Interview

The Power of Premium Positioning: Illy Caffè’s Formula for Growth

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

Interview

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

The Power of Premium Positioning: Illy Caffè’s Formula for Growth

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

Retail Intelligence in Action

Unchartered territory: Finding your direction in implementing AI

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Retail Intelligence in Action

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Unchartered territory: Finding your direction in implementing AI

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Receive new exclusive episodes


Sign up for our newsletter now!

Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

3rd Party Cookies

This website uses Google Analytics to collect anonymous information such as the number of visitors to the site, and the most popular pages.

Keeping this cookie enabled helps us to improve our website.