Daily Management Review

Carrefour Sees Sales Boost Through Blockchain Tracking


Blockchain technology tracking system enables Carrefour to gain more customers’ trust.

Carrefour SA is a French retailer which informed about its sales boost due to the usage of “blockchain ledger technology”. The said technology was used for tracking “meat, milk and fruit” transfer from the “farms to stores”, while there are plans of extending the same to “more products” which in turn will “increase shopper trust”, revealed an executive of the company.
Thanks to the digital technology of blockchain, customers can keep an eye on “detailed information” about products for example its time of harvest or packaging, as a means of reassuring on quality of the products they will buy. This way, they can also choose avoid products that are GMO based or contain pesticides and antibiotics.
Carrefour uses blockchain to track information about its twenty products that include “chicken, eggs, raw milk, oranges, pork and cheese”. Now, there are plans of expanding the range to an additional hundred products especially selecting the ones wherein the customers look for reassurance, mainly organic and baby products.
The Blockchain Project Manager of Carrefour, Emmanuel Delerm said:
“You are building a halo effect - ‘If I can trust Carrefour with this chicken, I can also trust Carrefour for their apples or cheese’”.
Like Carrefour, many other leading companies are making use of the blockchain which is growing by the day to keep watch on their product transactions while consumers are more and more want to purchase products that “meet standards on ethics and general safety”.
Carrefour collaborated with IBM for its blockchain system. IBM has helped several retailers and other firms to “track and secure their global supply chains”. Blockchain enables the data record to be shared among “network of individual computers”. Furthermore, Reuters added:
“Customers can scan a QR barcode on a pomelo grapefruit with their phone and find out the date of harvest, location of cultivation, the owner of the plot, when it was packed, how long it took to transport to Europe and tips on how to prepare it.”
While Delerm also said:
“The pomelo sold faster than the year before due to blockchain. We had a positive impact on the chicken versus the non-blockchain chicken.”
“Millennials are buying less but buying better products for their health, for the planet”.
Carrefour has plans on expanding its blockchain technology to clothing lines. Moreover, it is attempting to use blockchain to find out about the “how much the farmer gets out of the shelf price”, besides experimenting with finding out methods of identifying products that “do not rely on a QR code”.
While Carrefour is focusing the project on its own brands, it has also worked with Nestle on giving consumers access to blockchain data for its Mousline potato puree, allowing them to see it is only made from French potatoes.