How the digital revolution transformed Casino’s commercial strategy

At a time when hypermarkets are looking for a new lease of life in the face of competition from e-commerce (which is taking an increasing market share), and changing consumer patterns, leading retailers are debating the place of digital transformation in their global strategy. The Casino Group, a French mass retail group, has chosen to carry out its digital transformation by relying on its multiple brands and large network of sales outlets. It is developing a marketing strategy where the aim is to co-ordinate the available different distribution channels including ‘physical’ shops, catalogues and websites, in order to give its customers a broader and more personalised shopping experience.