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French supermarket Carrefour has partnered with Netflix to allow its Carrefour Plus members to access the streaming service as part of their subscription.

The programme will be tested initially in the Rouen and Bordeaux areas of France. The trial will see Carrefour offering a 10% discount on all own-brand products, and a Netflix Standard subscription with advertising, for €5.99 per month without commitment.

It is also the first time that Netflix has partnered with a major retailer to offer a subscription service. Laurent Uguen, sales director at Netflix, said the partnership will help make its content more accessible to new audiences.

While the subscription service will operate across 108 Carrefour sites, 10 locations will also offer Netflix merchandise including figurines, t-shirts, mugs, bags and posters of Netflix titles such as Stranger Things, Bridgerton, One Piece, and Rebel Moon.

Shoppers will also be eligible for free home delivery on orders over €60. Carrefour will use the two pilot cities before rolling it out further.

“At Carrefour, we always seek to innovate by offering new services and promotions in order to improve our customers’ experience and defend their purchasing power,” said Caroline Dassié, executive director of global marketing, customers, brands and own brands at Carrefour Group.

“With the Carrefour Plus programme, in partnership with Netflix, we want to help our customers avoid compromising between entertainment and food. This reflects our desire to create a preference for Carrefour.”

Discover more about retailers branching into the subscription market in RetailX’s Spring Festival 2024. As part of the conference, which hosts four retail-focused events under one roof, SubscriptionX will explore the latest and greatest in digitally-driven DTC subscription models.

Additionally, RetailX has just announced a brand new event, coming June 2024, focusing on retail media networks.