Carrefour

Carrefour runs an omnichannel retail model built around sourcing products, merchandising them through stores and digital storefronts, and earning gross margin on consumer purchases. It extends this with adjacent monetisation layers: supplier-funded trade marketing, retail media inventory, first-party data activation, specialised e-commerce verticals and service businesses such as travel. Its retail media operation creates additional value by turning shopper data and owned commerce touchpoints into measurable advertising inventory for consumer brands.

Carrefour is a French listed retail group whose core business is selling groceries and general merchandise through a large physical store estate and consumer e-commerce channels. It generates most of its economic value from retail sales, fulfilment and supplier relationships, while also operating adjacent consumer services such as travel and specialised online retail through brands including Greenweez.

Beyond retail, Carrefour has built a meaningful B2B monetisation layer through Carrefour Links, its retail media and shopper data platform. That business sells advertising, audience targeting and campaign measurement to brands and agencies using Carrefour’s first-party transaction and loyalty data across digital and in-store touchpoints. This makes Carrefour both a retailer/marketplace and an operator of retail media technology tied to its own commerce ecosystem.