Presidents of GPA and Carrefour discuss integration of physical stores to digital world

In the vision of Peter Estermann, Chairman of GPA, meet the buying habits of customers is very important to promote the integration of channels and also to offer a different shopping experience. The analysis was done in lecture at the Congress of management of Apas Show 2018. "With the launch of our Extra applications and Sugar Loaf, for example, we are able to customize offers and improve, so extraordinary, the purchase of our client," said Estermann. Also present, Noël Prioux, CEO of Carrefour, stressed the importance of monitoring the customers ' opinion on social networks. "When I visit a shop, the first thing I do is go on Google and see what they think customers. So I got a first glimpse ", commented. To Prioux, the internet is a powerful tool and the data should be used as a management strategy. This integration between physical and digital media stores gained so much importance in retail that was the most cited the Chairmen of Carrefour and GPA in speech whose theme was "how to prepare the company for the retail of the future".