Carrefour Kenya, operated locally by Majid Al Futtaim under exclusive rights, has concluded its “10 Years, 10 Million Stories” customer appreciation campaign with an awards handover event at Carrefour Two Rivers in Nairobi, the retailer said on July 2, 2026.

According to Carrefour Kenya, the campaign marked the retailer’s 10th anniversary in the Kenyan market and rewarded shoppers across its physical stores and the Carrefour App. The prizes included vehicles, school fee vouchers, home appliances and fully paid holiday trips, the company said.

Carrefour said some of the winners included Cynthia Nyamasyo, Sharyl Patel, Josephine Mwenje and Deep Mota, who received cars and school fee vouchers as part of the campaign’s grand prizes. The retailer said the broader rewards programme was valued at more than KES 20 million and ran between May 22 and June 11.

The campaign close-out comes as supermarkets compete for wallet share through loyalty programmes, app-based shopping and promotional pricing, particularly as consumers remain price-sensitive. Over the last decade, Kenya’s modern retail segment has seen changes in market leadership and store footprints, with players increasingly leaning on private labels, local sourcing and digital channels to defend margins.

Carrefour said that since entering Kenya in 2016 it has expanded to 34 stores nationwide, served more than 119 million customers cumulatively, including 24 million in 2025, and invested close to KES 15 billion in the country. The retailer also said it has spent more than KES 239 billion with local suppliers.

In its statement, Carrefour said the campaign was designed to reward shoppers for loyalty while marking the retailer’s decade-long journey in Kenya. The company said the anniversary theme was intended as “a celebration of its growth and a tribute to the shoppers, suppliers, employees and communities that have contributed to its story in Kenya.”

The retailer also provided details on its local procurement and employment footprint. Carrefour said it works with more than 690 Kenyan suppliers—covering farmers, manufacturers and SMEs—and sources 99% of its products locally. It added that it has created more than 3,000 direct jobs and invested in workforce development through its Retail Business School, which it said delivered more than 44,700 hours of training and issued 546 internal training certifications in 2025.

For Kenya’s fast-moving consumer goods (FMCG) ecosystem, the supplier numbers and local sourcing claims point to the growing importance of modern retail as a route-to-market for local manufacturers and agribusiness. If sustained, supplier spending at the scale cited by Carrefour can support capacity expansion among SMEs and improve demand predictability—though the benefits depend on payment terms, listing fees and the balance of bargaining power between retailers and suppliers.

Carrefour said the prize handover marked the final chapter of the anniversary campaign and reiterated its focus on “offering value, convenience, quality and rewarding shopping experiences” to customers. The next market test will be whether the retailer can translate anniversary-driven traffic into longer-term retention, particularly through its app and loyalty mechanics as competition in Kenya’s grocery segment intensifies.