A loyalty world system for Carrefour that never closes

Carrefour already had the reach. The ambition was to give the experience itself more value. El Club Carrefour needed to become more than a programme people opened only when there was a purchase to make.

Members needed a reason to explore and play while still enjoying the savings and rewards at the core of the programme, and to stay engaged between campaigns too. That meant designing for continuity rather than one-off activation. The experience had to feel open and recognisable over time, while still holding space for different campaigns, rewards and brand moments within one environment.

El Mundo de El Club Carrefour is an always-on world where members always have something new to discover. Different game formats, Ruleta, Memoria and Tap to Choose, form the foundation. ClubIA guides members through the world.

Multiple campaigns exist here side by side instead of as separate activations. Playing requires a purchase, so every play moment stays tied to what Carrefour wants to achieve.

El Club Carrefour's role in member behaviour shifted. Instead of being relevant only in isolated campaign moments, the programme became a digital environment people had a clear reason to return to throughout the year. Loyalty stopped being tied to the moment of purchase and started living in the space between purchases too, where games, rewards and brand partnerships share the same environment. A loyalty programme that stays present is one that stays remembered