Turning tasters into buyers with data-driven direct mail

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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 Briefing

Carrefour wanted to invite 135,000 wine-loving customers to its in-store Wine Fair tastings, highlight the richness of its wine selection, and stimulate purchases through tailored promotions.

The challenge was clear: create a direct mail campaign that felt genuinely personal, stood out physically, and complied with strict design (a realistic bottle-shaped cut out, respecting mandatory standard formats) and postal constraints (meeting all Bpost shipping regulations), all while making smart use of customer data and within a tight budget without compromising creativity, readibility or impact.

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The Story

For Carrefour Belgium, we designed a highly personalised direct mail invitation featuring a bottle-shaped cut-out that immediately captured attention.

Each mailing included:

• The customer’s name
• Their local store
• The tasting date
• The store manager’s signature
• Exclusive coupons matched to their preferred wine style (rosé, white, red or sparkling).

"A graphic design works best when it feels personal. We partnered with ADDRETAIL to create a dynamic mailing that adapted its colour and mood to each customer's wine preference, while staying bold and recognisable." - Hans Appermont, Marketing Operations & Activations Manager at Carrefour Belgium

Using insights from historical purchase data via the Carrefour Bonus Card, the design itself was adapted to individual wine preferences, ensuring every invitation felt relevant and considered. A QR code linked seamlessly to the national digital Wine Fair brochure, connecting the physical invite to the full promotional experience online.

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The result

a tactile, data-driven invitation that blended bold physical design with smart data insights, transforming classic direct mail into a phygital experience that turned anticipation at home into action in-store, glass in hand.

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