Over the last 70 years, Tupperware has ruled the 'at home' party scene. Today, the brand is exploring new retail channels and targeting food retail stores through loyalty programmes. In 2019, Carrefour France embraced this opportunity by running a loyalty programme across 1,254 stores for 16 weeks from March until July. During this time, Tupperware gave shoppers the nostalgia of a well-known brand, with a modern design twist.
Carrefour was no stranger to loyalty programmes, having run multiple offers for its consumers, but this time it wanted to give shoppers an even more attractive offer. This was not only to reward customers for their loyalty but also to differentiate the store from its competitors in the market, which were also offering similar 'spend to get' loyalty programmes. Carrefour was ranked the 2nd largest food retailer in terms of market share, and aimed not only to attract new customers to its stores but also to increase basket size.
To engage shoppers, Tupperware sent its sales consultants to hold Tupperware parties / demonstrations in-store for shoppers. During the Carrefour programme, Tupperware sales consultants hosted 30,000 in-store demonstrations. This led to 41% of shoppers noticing the Tupperware consultants.
For more than 70 years, Tupperware has been committed to making a positive impact on the world. The brand focuses on helping people to reduce their individual impact on the environment through the use of reusable and durable solutions. Originally set up as a direct sales model, the Tupperware sales force is made up of more than 3 million global brand ambassadors. Due to the exclusivity of the brand, Carrefour was keen to show how it could pioneer the move to introduce Tupperware to a wider audience through a new sales model.
Carrefour is one of the largest hypermarket chains in the world, with 12,300 self-service shops (including 1,528 hypermarkets) at the end of 2016. Founded in France, Carrefour now operates in more than 30 countries in Europe, the Americas, Asia and Africa. Carrefour menas 'crossroads' in French.
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