Carrefour Assurance
A phygital platform to boost subscriptions
Part of the same group as supermarket giant Carrefour, Carrefour Assurance is an insurance provider and aggregator (home, car, gadget, school and pet insurance).
In 2017, Carrefour Assurance sold its products through agencies, over the telephone or via comparison tools. In order to strengthen its market position and offer its customers a more comprehensive experience, Carrefour Assurance wanted to create its own website and redesign its path to purchase.
Challenge
The goal for carrefour assurance was to attract new visitors and pioneer new models.
In addition to increasing the number of policies sold online, Carrefour Assurance also wanted to improve its upselling and create synergy between its online and physical points of sale, leveraging its network of stores and its advisors available in branch and by telephone. Moreover, with retail partners and comparison sites representing a major source of sales for the insurer, it was vital that they were a key consideration when designing the customer journey.
With this in mind, SQLI’s teams and Carrefour Assurance decided to start with a blank page, as if they were a brand-new startup.
Solution implemented
Using a blank page strategy, SQLI’s teams designed purchase tunnels for the various insurance products (home, car, gadget and pet). Additionally, user testing was carried out to simplify and optimise the different buying stages as much as possible.
The site was also given a Content Management System (CMS): eZ Platform by Ibexa. The aim was to attract visitors to the site by posting engaging content on the main topics related to insurance policies (housing, pets, etc.)
SQLI’s teams were proactive and provided advice on the architecture and technical solutions used. By combining the PaaS Platform.sh with the CMS eZ Platform, they provided Carrefour Assurance with an extendable and modular solution, which can evolve as new insurance products are created. Lastly, in order to ensure its stability, particularly during periods of high demand, an application-based monitoring system – New Relic – was set up.
An omnichannel experience that boosts purchases
These new digital tools enable Carrefour Assurance to bridge the gap between its online services and in-store footfall, leveraging the potential of Carrefour’s network of stores.
The company has also launched self-service insurance in its shops and is focussing on upselling. Customers can thus purchase insurance cards to insure the school supplies they buy in store. Furthermore, the platform was adapted for tablets to make it more convenient for in-store sales staff.
A successful solution
Launched in June 2018, the new website now accounts for the majority of insurance sales, while the store-to-web strategy, introduced for the beginning of the 2018-2019 school year, boosted insurance card sales, more than 80% of which were activated online. School insurance sales therefore increased by 65% in 2018.
Today, 90% of school insurance policies are taken out via journeys that integrate one or more physical and digital touchpoints. Moreover, to prepare for the 2020-2021 school year, Carrefour Assurance joined forces with the Fédération des Parents d’Élèves de l’Enseignement Public (PEEP) in order to make its school and extra-curricular insurance policies available on a dedicated website (peepasso.assurance.carrefour.fr)
