Carrefour
Unique, interactive in-store digital solutions at Carrefour Voyages
Carrefour Voyages is the Carrefour Group's France travel agency network, a 100% subsidiary of Carrefour, with over 120 stores across the nation.
the challenge
We were asked by Carrefour to help enhance the customer experience of their new concept stores using digital executions, accessing their inventory of holidays in new, creative ways.
Our Approach
We conceptualised four digital elements each with its own unique way to explore the Carrefour offer.
Firstly, we suggested the creation of an Augmented reality experience at the store edge. This execution was designed to capture the attention of shoppers, by presenting augmented ‘thought bubbles’ onto the video stream of the passing audience. The thought bubbles’ content all tied back to the core offer, with phrases such as ‘I’d love to have Pizza in Rome’ being tied to the currently promoted travel offer.
Next was an interactive virtual globe. The concept for this element was that travellers could explore the available holidays by the geography that they covered. It was built using the Google Maps APIs and was configured to automatically plot on to the surface of the 3d animated globe the positions of all the currently available vacations within the Carrefour offer. Customers interact with the globe using simple touch gestures, spinning and zooming the planet with complete freedom. Details of each vacation are presented as an end point to the journey, with customers also being able to filter the vacation types by accommodation type, star rating or theme, narrowing down their geographical search to only those holiday types of interest.
The third execution was a virtual ‘brochure rack ’, designed with the aim to reduce paper usage, whilst still allowing the traditional, curated booklet based presentation to customers. Synchronising with the existing Carrefour production process, all new publications automatically flow to the interactive screens. In addition, when a customer selects a brochure to view, the details of any current deals that match the brochure are presented to help guide the in-store sales process.
The final touch point we believe, is a world first. The emphasis in this case was on the gamification of shortlisting holiday ideas through the use of three 3d printed dice. Each face of each dice featured RFID tags, which allowed our solution to detect the landing side. With one die representing 8 choices (of vacation type, for star rating and region) the result is a random selection of holidays defined by the 4096 throw combinations.. A customer can, of course throw one or all of the dice,to narrow down their search. After a throw has been detected an attached large format touch screen presents matching holiday packages from the available inventory.
Combined, these four digital touch points work to support the staff, helping them guide and inspire customers. They bring together the best aspects of online, with its real-time updates, value proposition and customer-centric exploration, alongside the comfort and expertise provided by the in-store team.
The Outcome
Combined, these four digital touch points work to support the staff, helping them guide and inspire customers as part of the customer buying process. They bring together the best aspects of online, with its real-time updates, value proposition and customer-centric exploration, alongside the comfort and expertise provided by the in-store team. The solutions were so successful that they are now being rolled out to the rest of the store estate.
