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Carrefour teams up with Google to boost its multichannel business

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Carrefour is working with Google to develop new customer experiences, from voice ordering to in-store shopping.

As a result of the partnership between the French supermarket, a Top50 retailer in the IREU Top500, and the technology company, the two will work together through an innovation lab, and to speed up the digitisation of the group. Carrefour goods will also be made available to buy via the Google Assistant in France and through a new Google shopping website.

The innovation lab will open in Paris this summer, in partnership with Google Cloud, There Carrefour engineers will work alongside Google Cloud AI specialists in order to create new consumer experiences.

By early 2019, it’s expected that French users will be able to buy groceries via channels including Google Home, the Google Assistant on their mobile phone or via a new Google shopping destination in France for delivery to their home or pick-up from store.

More than 1,000 Carrefour staff will be trained in six months with the support of Google Cloud, while more than 160,000 Carrefour staff will use Google G Suite solutions from Gmail to Drive and Hangouts. 

“This alliance makes Carrefour the first partner of Google on grocery ecommerce in Europe, creating a strong bond between the two companies,” said Alexandre Bompard, chief executive of Carrefour. “It also marks an important step in the new story written by Carrefour since the announcement of the Carrefour 2022 plan. It allows us to accelerate our digital evolution and get a head start in deploying the omnichannel approach we want to offer our customers.”

Sébastien Missoffe, VP and managing director of Google France, said: “Shoppers today are saddled with disconnected experiences throughout the shopping journey, which often lead to abandoned shopping carts and low customer satisfaction and loyalty. Customers want assistive, simple and personalised experiences that help them make decisions on what to buy, assist with easily building baskets across surfaces and provide a seamless checkout.

“With Alexandre Bompard and his team we wanted to explore new distribution models and ecommerce technologies to deliver simple, frictionless and deeply relevant experiences for shoppers in France.”

Image: Google

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