Untie Nots Study – French and propaganda in times of inflation »PACA’s Economic and Political Newsletter

As prices on supermarket shelves continue to rise, Untie Nots, an expert on personalized advertising and digital customer engagement in the retail sector, is surprised by the French sensitivity to advertising in these 12 months.

To run this study, the start-up analyzed approximately 1.2 billion customer transactions generated between May 1, 2021 and April 30, 2022 as part of a major retailer promotional campaign.

The survey draws a clear conclusion: at this time, marked by tensions over purchasing power, attention to price and promotion is increasing. In major brand stores, being able to benefit from discounts is one of the first criteria for customer appreciation and the best response to inflation!


Based on Big Data and Artificial Intelligence technology, Untie Nots’ promotional loyalty solutions have been positioned among major retailers across France, including Carrefour, Auchan, Leclerc, with a loyalty card to 30 million customers.

They analyze customer data from all brands to offer targeted offers to each of them according to their habits and tastes, in the form of promotional challenges and therefore commonly used brands and products. The client then chooses them. Then, the principle is simple: following a defined period, he buys products from the proposed series to offer a reward (discount, cashback, loyalty point).

Thus, from data from about 30 promotional campaigns implemented between May 1, 2021 and April 30, 2022, Untie Nots was able to identify some trends that reflect evolutionary behavior in the field of propaganda.

1.6 million families already see personalized challenges as a good way to escape

In the context of sustainable price increases, the French are increasingly concerned about their purchasing power. Prompt to save some valuable euros, they are thus more focused on promotion and good deals during their shopping. The statistics speak for themselves: During the study period, 24.7 million Untie Nots promotional challenges were activated, meaning more than 2 million per month or about 67,000 per day!

In detail, 1.6 million households participated in at least 1 challenge proposed by a brand, while 1.4 million households participated in several personalized challenge campaigns each year. As for the number of visits to pages dedicated to challenges, the trend is the same. 31 million consultations have been recorded, a record. No doubt: in the face of increasing budget constraints, promotions are popular.

15 million offers activated last semester …

Another significant piece of information published by the study is the sharp increase in the number of selected challenges this past semester. As a reminder, customers can usually choose 10 personalized promotional challenges out of the 20 they offer. This increase was due to the fact that the number of user-activated offers exceeded 15 million in the last 6 months, crossing the 61% mark.

A new display, if needed, that Untie Nots Solutions knows how to adapt to the tastes and preferences of its customers. But further proof is also the strong desire among consumers to control costs. Once the wallet dries, the possibility of being able to save up to 50 euros is enough to make the purchase a happy and successful experience.

… And 36% more participants!

Comparing the same number of challenges in this last semester and the previous semester (13 challenges for each period, a total of 26), we also noticed a 36% increase in the number of participants in the last 6 months. The price increase from February 2022 is an explanatory reason, but only partially. Consumers also believe in the relevance of targeted promotions with fun and personalized digital devices.

100 million euros for promotional purchases

The nearly € 100 million spent by customers over the past 12 months has allowed them to advance their challenges and earn generous rewards (up to € 50 per month).

The sum is impressive, and even more so if we know that it only considers the products directly related to the challenges. With each wave of personalized challenge, 100 to 300 brands participate in this scheme. Many brands, also affected by inflation, see an innovative promotional strategy in the gamification method proposed by start-ups that is particularly suited to the situation.

About 15 million euros awarded to customers who won the challenge

And since happiness never comes alone, thanks to the loyalty of the 775,000 customers who won their Challenge (s) between May 2021 and 2022: In total, 14.98 million euros were offered in discount vouchers or cashback, i.e. 20 euros per kitty per person.


Created in 2016 by two retail analytics experts, Zayed Jamusi (Amnos, Yves Rocher, 20 years experience at PWC) and Cedric Cheru (20 years experience at Amnos, Ellipsa, LVMH), UntieNots is involved in retail business promotion and digital customer engagement. Sector causes revolution.

The pioneering start-up of the retail technology movement in France aims to make the “one-on-one” campaign in France and internationally effective, relevant and fun.

It is already working with the largest French brands to strengthen the digital engagement of consumers by deploying state-of-the-art IT and artificial intelligence solutions.


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