2024-01-15 18:33:53
Published on Jan 15, 2024 at 6:17 p.m.Updated Jan 15, 2024 at 7:33 p.m.
Two distribution giants – certainly with very different products – are joining forces. The number two French retailer, Carrefour, and the world leader in video streaming, Netflix, announce the launch from Tuesday of a joint subscription program, called “Carrefour Plus”, in two pilot areas, the urban areas. from Bordeaux and Rouen.
In the 108 participating stores, the service will provide access to a 10% discount on all Carrefour products – 6,000 everyday products in the food and health and beauty sections – and to the standard Netflix subscription with , all for 5.99 euros monthly, without obligation. Or the normal cost of subscribing directly to this basic formula at Netflix. Home delivery will be free from 60 euros of purchase.
The two actors do not comment on the financial terms of their agreement, but each sees their interest in it. Netflix, which has more than 10 million customers in France, wants to continue to expand. “We try to continue to find ways to meet new audiences,” said Laurent Uguen, the commercial director of Netflix in France, emphasizing that Carrefour, particularly through its network of stores, is “very anchored in the daily lives of people. French “.
New for Netflix
Hence this partnership, unprecedented for Netflix on a global scale. “This is the first time that we have entered into a subscription partnership with a major retailer,” he confirms. The two brands had already joined forces to market products derived from certain series, such as “Stranger Things”.
On the Carrefour side, the association should make it possible to offer an additional service to customers, with a view to building loyalty. “There are strong tensions on purchasing power, it’s an innovative way for us to offer entertainment in addition to discounts on food,” summarized Caroline Dassié, executive director of global marketing, customers and brands of the Carrefour group.
“Once they subscribe to us, customers will shop less in other brands,” she adds, while subscription programs – without SVoD service included – already exist at Carrefour. This type of offer should make it possible to increase the frequency of customer visits by one or two visits per month, with an increase in average spending. It is also a way to highlight private label products on which margins are higher.
Possible national deployment
The two test areas were chosen by Carrefour, in particular because all customer and store profiles are represented there, from hypermarkets to convenience stores and supermarkets, without forgetting delivery services.
With this offer, Carrefour hopes to convince around 3% of its customers in the areas concerned. If the results are deemed satisfactory at the start of the next school year, the two brands might deploy the program nationally at the end of 2024.
This type of partnership, which is also reminiscent of Amazon Prime’s offer combining delivery and video service, already exists in the United States, where Walmart launched its Walmart+ program in the summer of 2022 including subscription to Paramount+.
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