Diapositive 1

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Collaborative CRM
TRIPLE WIN
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Monoprix Key Highlights

• Capital held 50/50 between the Casino Group and
  the Galeries Lafayette Group
• 2003 sales 3 775 M
• 294 stores
• 18 000 employees
• 2003 EBIT 210 M
• Market share 2003 in France 3,1 (excl. H.D.)

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Store locations Monoprix is an urban banner
Present in 85 of towns gt 50 000 inhabitants
PARIS

• Located in City Centers
• Food / Non Food Variety Stores
• Broad and deep ranges
• Anticipate innovative trends and concepts

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Monoprixs unique concept stands out in France
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A distinctive shopper profile
shoppers vs income
High
Middle-high
Middle-low
Low
Source consumer panel
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A first segmentation life cycles
shoppers vs life cycles
Source consumer panel
France
Monoprix
Monoprix a distinctive shopper profile
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Triple Win concept a new approach, in France to
retailer/suppliers relationship
Sharing process goals databases
Retailer
Supplier
CREATE VALUE FOR SHOPPERS Win Win - Win
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Triple Win concept Immaterial Value Added for
shoppers

• Determine different critical customer targets
  according to customers life cycles
• Identify key products categories to be developed
• Select one supplier in each category
• Share all available data and create a
  comprehensive set of goals / action plans
• Consider each store as a global medium

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How the project started
20 suppliers identified
Jan 03
4 suppliers selected
Feb 03
Lingerie
Skin Care
Frozen Food
Soft-Drinks
Apr - Dec 03
32 MONOPRIX STORES TESTED
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Triple Win our common objective
Combine Monoprix store and Coca-Cola Light brand
loyalty in order to increase shopper satisfaction
and turnover through customized value
propositions
Innovation
Differentiation
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Organization a cross functional dedicated team

• H.PATRICOT
• CEO Coca-Cola
• Entreprise France
• Co-Chairman ECR France

• C.SENDOWSKI
• CEO Monoprix
• ECR France Member

General Managers
- J.MICHAULT - D.FENECH - S.DUTHOIT -
F.ONDRUSKA - R.BELLODI

• - C.POLGE
• P.LAMBOLEY
• PJ.CREVISIER
• G.LECLERC

Sales
- F.DEPREY - C.SOUSA - P.DUVALLET -
P.COURTECUISSE - JL.VANDAMME - M.POMMAREL -
R.GASSIER
Marketing

• V.SURGET
• S.PEQUIGNOT
• C.DE SAINT PIERRE
• F.OUZILLEAU

Communication
Data sharing

• J.M.ROTHIER
• O.BAUDUIN
• M.JOBIN
• I.BELLAICHE

- A.CARINI - D. LUONG - JC.TREMOUILLE
Supply Chain
Mirror organization
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Starting to define who we want to target
database sharing
Point of Sales
Brand Consumer insight
Second segmentation Home Delivery
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What do we learn on Monoprix and Coca-Cola Light
shoppers ?
shoppers vs life cycles
Young couple
Old single
Single middle aged
Young single
Source consumer panel
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What do we share on Monoprix and Coca-Cola Light
shoppers ?
Consumer insights young urban adults
Values Up to date Pleasure lively Style
fashion
Shopping behavior Easy shopping Excitement Innov
ation
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Coca-Cola Light loyal shoppers ?
Use Coca-Cola Light brand as a leverage of image
and loyalty for Monoprix store
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We jointly develop customized value propositions
services and product
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We create a common signature to personalize the
relationship with these shoppers
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Using different tools to communicate to the target
Out Store
In Store
Flyers
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How do we measure the results ?

• Stores volume growth Retailer panel by store
  group

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The key of success of collaborative CRM triple
Win

• Top management commitment
• Permanent improvement of data sharing
• new membership card data for Monoprix in 2004
• Dedicated operational teams
• Pragmatic action plans implementation
• Field execution

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Outlook 2004
Monoprix announcement at UniverCity conference
March 11th 2004
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