Carrefour Belgium is one of the country’s leading retail companies, serving millions of customers through a network of hypermarkets, supermarkets, and convenience stores and e-commerce solutions. Committed to sustainability and innovation, Carrefour continues to evolve its offering to meet the changing needs of Belgian consumers.

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The Story

Carrefour Belgium has partnered with ADDRETAIL to transform its promotion process. As a result, they created a more agile, integrated, and human-centered workflow across Marketing, Sales Development, and Purchasing.

Promotions have long been a key driver of Carrefour’s commercial performance. Yet, increasing promotional pressure and operational challenges was straining internal teams and timelines.

Rather than treating the symptoms, Carrefour took a bold step and launched a retail transformation initiative with ADDRETAIL to streamline workflows and redefine cross-departmental collaboration.

Unlike traditional optimisation projects, this initiative prioritised cultural alignment and marketing process optimisation. By breaking down silos and fostering shared ownership from purchasing decisions to go-to-market execution, the project had delivered tangible results:

• 30% fewer errors in promotional materials
• Faster lead times across key stages of campaign delivery
• Stronger alignment between strategic and operational teams

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“We have seen a real shift in how departments interact,” says Jeroen Huys, Transformation Consultant at ADDRETAIL. “Teams now operate with more trust, shared accountability, and a clearer focus on delivering results together.”

“This project is more than process improvement, it is cultural evolution,” says Yannick de Bièvre, Director of Marketing, Customer Services & Analytics at Carrefour Belgium. “By reconnecting Marketing, Sales Development, and Purchasing, we have created one rhythm, one direction. That unity allows us to move faster, act smarter, and speak with one voice to the customer.”

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For ADDRETAIL, this partnership reflects a larger truth: transformation in retail is not optional, it is happening now. It reinforces its vision of an approach where organisations embrace agility, efficiency, and teamwork, and where lasting success depends on more than technology, requiring cultural change, process discipline, and real partnership.

“Retail is evolving faster than ever. Staying relevant is not just about communication or technology,” says Isabel Donvil, CEO of ADDRETAIL. “It is about connecting the dots across your entire organisation, how your teams collaborate, how your data flows, and how strategy meets execution. That is where transformation happens. And that is exactly where ADDRETAIL makes the difference.”

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As a milestone in Carrefour Belgium’s ongoing retail transformation, this project highlights its dedication to innovation and collaboration. More importantly, it shows that, now more than ever, tackling today’s challenges together may be the only way to build tomorrow’s success.