According to the forecasts of Research and Markets, the size of the global online food market will amount to USD 2,158.53 billion by 2030, reaching an annual growth rate of 25.3%. Although brick-and-mortar stores remain the key access channel to food products, in Poland, for example, food is currently in the top ten products most often bought online – 8 percent. (MR & MRS e-Commerce report). Many retailers are transforming themselves to meet the growing needs of consumers for compelling and intuitive digital shopping experiences. This was also the case with the Carrefour brand, which created a coherent ecosystem of e-commerce using SAP tools.
As evidenced by the report “Digital Cloud Hiking. Cloud managers in Poland and the CEE region “41 percent of the tools to optimize the customer experience area in the cloud IT environment already use it. Polish enterprises. Foreign companies, such as Carrefour Belgium, are also fighting to increase efficiency in this respect – the company’s goal is to become a world leader in the field of electronic commerce in food products. To achieve this, the supermarket chain decided to replace the inconsistent e-commerce landscape with one user-friendly shopping platform. The company implemented SAP Commerce Cloud and SAP Customer Data Cloud solutions, resulting in a higher customer conversion rate, more online transactions, and increased website traffic. With a fast and intuitive digital experience, consumers can choose from around 30,000 items and order products for in-store delivery or pickup.
“Carrefour continues its transformation towards cloud-based solutions and the migration of various technologies to the “One Carrefour” model. Now there are foundations to create a future-oriented ecosystem using SAP solutions,” says Clément Pecheur, IT E-Commerce Team Leader, Carrefour Belgium NV.
A consistent trading platform is also Carrefour’s path to business resilience through the ability to rapidly respond to rapidly changing customer expectations. Merging various websites and mobile applications under one solution means more effective shopping – for example better product filtering, among others thanks to the integrated management of information about goods. The level of customer experience offered also directly influences the decisions of buyers. According to the latest CGS data, currently 30 percent. of customers are willing to pay more for excellent service, an increase of 6%. compared to 2019.
“Customers expect the online purchasing process to be fast and hassle-free regardless of the time of day, circumstances, and devices. Meeting these conditions determines the competitive advantage and increases the level of consumer loyalty towards the brand. Carrefour Belgium has succeeded in turning the vision of a coherent e-commerce platform into a reality. In order to improve sales and keep pace with dynamic market changes, the company focused on a stable cloud environment. Thanks to the integrated solution, the network can get to know its customers better and react to their needs in advance,” says Dorota Zaremba, sales director for the SME sector, vice-president of the management board of SAP Polska.
More and more brands are beginning to define themselves through the experiences they provide to their customers. Moreover, as indicated in the CX Drivers report, companies no longer compete in terms of customer experience only with competitors within a given industry, but with all entities with which their recipients interact.
