Carrefour has reached 11 million active members in its loyalty program in Spain, a figure that means the French retailer is present in more than half of the country’s households and reinforces the strategic importance of customer loyalty in its trajectory for the coming years.
The company celebrated this milestone by unveiling its new Club 2030 strategy in Palma, a plan designed to transform its customer program into an ecosystem of services and benefits that goes beyond food distribution. The event took place last Tuesday aboard the Ciudad de Sóller, operated by Trasmed, a Grimaldi Group shipping company, in a gathering that brought together business partners and collaborating companies.
According to the company, the program is currently available in 58% of Spanish households and has become one of the group’s key assets for customer loyalty. Carrefour now aims to expand the reach of this platform through new alliances and greater integration of services linked to everyday shopping.
The Club 2030 strategy envisions expanding the partner network, which currently includes more than 25 companies and which the company aims to double by the end of the decade. The goal is to introduce new benefits in areas such as energy, transportation, travel, leisure, insurance, and financial services.
In this context, Carrefour has announced the renewal of its agreements with Trasmed and Iberdrola, as well as the expansion of customer benefits in collaboration with Moeve. The company also plans to intensify savings initiatives aimed at program members, including specific promotions such as the so-called “Club Day.”
The development of the program reflects a growing trend in the retail sector, where loyalty programs have become key tools for increasing purchase frequency, improving customer understanding, and developing new revenue streams through third-party partnerships.
Artificial intelligence is at the heart of the strategy.
One of the cornerstones of the new plan will be the use of artificial intelligence technologies to personalize the shopping experience and optimize offers tailored to each customer.
The company plans to double the number of personalized interactions with its customers by 2030, using systems capable of tailoring coupons, promotions, and recommendations to individual shopping habits.
As part of this initiative, Carrefour has launched ClubIA, a generative artificial intelligence-powered assistant that will allow users to use natural language to inquire about available promotions, personalized discounts, or information related to their regular purchases.
The tool, which integrates data on the energy consumption of customers who consent, aims to simplify access to the program’s benefits and help customers save money through personalized recommendations based on their individual profiles.
“Customer loyalty is no longer limited to a card or a QR code at checkout. We want to establish a more personalized and conversational relationship with our customers, leveraging the capabilities offered by artificial intelligence,” said Élodie Perthuisot, Managing Director of Carrefour Spain.