Increase conversion through personalized recommendations

A lasting collaboration

Lucky cart and Intermarché have been collaborating on the brand's “Régie” activity since 2018. The distributor has been Lucky cart's historical customer since its strategic pivot to focus on the retail and data science sector.

In 2021, the two companies started jointly managing the brand's commercial promotion operations, in particular around the issuance of personalized discount vouchers to individuals.

In March 2023, Lucky cart and Intermarché decided to broaden the scope of their collaboration and to join forces to launch a personalized recommendations project. At the end of 2024, the deployment of the Smart Reco tool was launched.

A co-constructed project

This ultra-personalized recommendations project is intended to replace the brand's standard recommendation tool and marks a decisive step towards personalizing the consumer experience on its site and drive application. It is based on three major axes:

• Shopper & Data First: Product selection is based solely on the preferences and buying habits of shoppers, without focusing on monetizing or promoting a particular brand (including private label Intermarkt).
• Adaptability to business rules: The recommendation algorithm developed by Lucky Cart takes into account legal specificities (Evin law and first-age products in particular).
• Use of hot data: The recommendations take into account the items in the shoppers' basket in real time for relevant and targeted suggestions.

Concretely, what does that look like?

Just before accessing the shopping cart on the Intermarkt site and e-commerce application, 30 products are highlighted for each customer, who can add them to their basket in one click before validating their purchases.

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Promising results

A few months after the launch, the results obtained by this new tool are more than encouraging, in the eyes of the brand as well as Lucky Cart.

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And tomorrow? Optimization and extension

The Smart Reco recommendation tool aims to create a personalized and rewarding customer experience, where each shopper receives an offer that is specially dedicated to them and where they feel understood individually. Thus, ultra-personalization increases the rate of addition to the basket, but it also develops consumer loyalty to the brand.

In an assumed logic of machine learning, Lucky cart's recommendation algorithms will continue to learn and evolve over time, which will make it possible to further refine the recommendations made to each shopper.

In the future, this relevance model may be extended to new locations on the Intermarkt site, for example at the head of the categorical gondola.