Press Release of 26 May 2011

Franprix and HighCo Shopper, Marketing Innovation Award

winners!

Convenience retailer Franprix, subsidiary of Casino Group, and the communication agency HighCo Shopper won the top award for marketing innovation in the relational marketing category for the launch of the first

NFC mobile coupon application.

Press contact: HighCo Shopper Karine Perrier: +33 (0)1 77 75 65 82 / k.perrier@highco.fr

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A first in Europe!

Franprix, leading urban convenience retailer, and HighCo, the non-media communications group and European leader in discount coupon issuing and processing, worked jointly to conduct the first European experiment on the new uses for NFC1 mobiles. The project was launched on 21 May 2011 in Nice and was partnered by the four mobile telephone operators (Bouygues Telecom, NRJ Mobile, Orange, SFR).

For Franprix, the launch of the first NFC mobile coupon application is in line with the company's innovation and service strategy. A pioneer with the launch of the first iPhone applications in the retail sector, the group very early began integrating mobile marketing solutions into its customer relations.

For HighCo Shopper, this first real-life test of NFC coupon services technology marks the completion of two years of work on fully dematerialising discount coupons, from their issuing to their processing.

Feedback for all those involved

In use in three stores in Nice since 10 November 2010, this new virtual service enables 4,000 users in Nice equipped with an NFC Samsung Player One Cityzi mobile phone to benefit from discount coupons on products from major brands sold at Franprix, such as Canderel (Merisant), Coca-Cola (Coca-Cola), Coeur de Tournesol (Lesieur), Fleur de Colza (Lesieur), La Laitière (LNUF), Le Gaulois (LDC), Président (Lactalis), and so on.

With this experiment, Franprix will be able to analyse consumer behaviour with new uses of their mobile phone. This first step has been taken prior to planning the roll-out of the loyalty and payment card service with NFC mobiles.

Franprix aimed to confirm the profitability of dematerialisation versus the actual reduction of losses from paper coupons and the reduction of reimbursement times by the HighCo Data clearing centre.

1 NFC: Near Field Communication, also called "no-contact technology".

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About Franprix Founded in 1958, Franprix is a subsidiary of the Casino Group. Over the years it has established a strong convenience retail network and created a full range of products and services specially developed for customers in town centres.

- Franprix makes shopping easier with stores on a human scale, open from 8.30 am to 9 or 10 pm. - More than 1,500 Leader Price brand products boast excellent value for money. - 870 stores in France, of which 80% feature sales space of between 300 m² and 600 m². - Group revenue exceeds €2 bn (excluding wholesale business). - Gradual development in major cities in France.

About HighCo HighCo is a "Non-Media" Communication Group offering marketing solutions (operational communication and data processing) for retail and consumer goods brands that aim to attract consumers and promote their loyalty. As a pioneer in Digital Marketing, HighCo also invests heavily in R&D through HighCo Lab. The Group employs over 800 staff members in France, Benelux and Spain and is listed in compartment C of NYSE Euronext.