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Shelf Service celebrates 25 years of Carrefour with a unique concept

6 min October 24, 2025

A quarter of a century! Such an anniversary should not go unnoticed and deserves to be celebrated in a dignified and original way. Shelf Service made that happen to mark Carrefour’s 25th anniversary in Belgium. The five-week celebration kicked off at Place Louise in Brussels — a unique and symbolic location in the heart of the capital. And there was even a first: a digital “Scratch & Win”!

In the Louise brand zone of JCDecaux — known since 2013 from Stromae’s Formidable music video — the festivities for Carrefour’s 25th anniversary began at 7 a.m. on September 24 with the launch of an original digital “Scratch & Win.”

Shelf Service, an expert in promotion and in-store marketing solutions, wanted to celebrate Carrefour’s 25th anniversary with a creative campaign. Public transport users were invited to take part in a contest offering a variety of prizes. The concept was simple: passers-by just had to register their email address to play a “Scratch & Win” — not on paper, but on a digital screen.

A technical achievement by Shelf Service's Digital Lab teams using satellite technology

To carry out this operation, which took place over two days at Place Louise, Shelf Service achieved a true technical feat as part of the launch of Carrefour’s 25th anniversary with an original concept. “Indeed, it was essential to have a high-quality telecommunications network to set up this activation. A technical solution using a satellite network (Starlink) was installed on the bus shelter, providing excellent network quality. A touchscreen was placed in the middle of the shelter, allowing interaction with consumers.This screen was also connected to the two JCDecaux screens located on either side of the bus shelter to further enhance the user experience.”

A campaign features in 700 stores

Beyond Place Louise, the innovative campaign developed by Shelf Service and Carrefour continues across the brand’s 700 stores. 
“Place Louise is, of course, the location and event that create the buzz to kick off Carrefour’s 25th-anniversary celebration. In the 700 stores of the brand, a special in-store setup showcases the anniversary and the contest, offering customers the chance to win numerous prizes.”

Shelf Service’s involvement unfolds on three levels:

  • Installing in-store promotional displays.
  • Developing the contest on the Bonusland platform.
  • Providing loyalty kiosks, present in over 200 stores, and adding temporary event kiosks for the five-week campaign.

Knowing that numerous studies in the retail sector show that 50% of customers do not want to use their smartphones in-store, Shelf Service offered a complementary solution to Carrefour’s app. This way, all customers can participate, whether or not they have a smartphone or wish to use it.

A digital scratch card

“This is an innovation we developed with Shelf Service and Carrefour’s teams. The scratch card can be used on smartphones, on Bonusland, and on Shelf Service kiosks. The major advantage is that the customer scratches and immediately discovers their prize. They receive an email detailing how to claim their reward. Physical prizes are sent directly to the home, while Bonus points or cinema tickets can be downloaded via the email. These developments, carried out in collaboration with Shelf Service, were designed to provide an optimal customer experience. The interactive aspect is a first-of-its-kind,” emphasizes Paul Buggenhout.

“This type of campaign demonstrates that Shelf Service provides a range of solutions to engage, activate, and energize a store.”

Creativity in the service of events and personalization

With this campaign, Shelf Service confirms its dynamism. As an innovative company, it conceives and executes increasingly original and creative initiatives that break the mold and generate surprise, as seen with this operation for Carrefour’s 25th anniversary. Shelf Service’s goal is to offer creative and original solutions using new technologies that delight consumers.

“Among market trends, we see a growing focus on personalization and delivering a high-quality customer experience. We work on this trend both for brands and for retailers, whether their stores are integrated or franchised. We offer them personalization tools, such as simple and effective customized contests, with prizes that may or may not include personalized elements. Recently, we used a photobooth to print consumers’ faces with edible ink on macarons. A box of two macarons was offered to each customer. It’s a fun surprise and a lovely gift, appreciated by our customers.”

A range of solutions to engage, activate and energize a store

Shelf Service also offers activities for store openings, reopenings, or anniversaries. “For these kinds of events, we can, for example, install totems with a contest system where customers can participate directly and win prizes set by the store, without necessarily needing a host. This means the activation can run for one or two weeks without requiring staff involvement. This type of campaign demonstrates that Shelf Service provides a full range of solutions to engage, activate, and energize a store,” concludes Shelf Service Marketing Director Albert Simon.

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