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.