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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.

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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.

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