Carrefour takes a new step towards the metaverse with The SandBox – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

The It is a concept that companies -technological or not- are including more and more in their digital marketing and sales strategies. We have already talked about several cases, such as those of , or even the . On this occasion, the one who decided to take another step towards the metaverse was the French retail giant, who has announced its presence in The SandBox, a video game with Minecraft-style metaverse overtones.

It is not the first time that the company has ventured into the metaverse. In the middle of last year, we told you about the project , that Carrefour launched as part of a gamification campaign in collaboration with Fortnite, in which a video game was included that tried to make the youngest aware of the importance of eating fruits and vegetables. Within it, the design of a futuristic branch of the supermarket and the possibility of interacting with different elements of the universe were included.

Now, Carrefour has announced the purchase of a parcel “equivalent to 30 supermarkets” to set offer “differential experiences” to his followers within The Sandboxwhich since 2018 has been testing a video game model developed in a 3D environment in which users can freely interact and carry out operations in cryptocurrencies.

This action responds to the fact that, as announced by the CEO of the company, Alexandre Bombard, «Innovation is at the heart of our model and the plot in a video game will allow Carrefour to move towards the future«.

Premiers pas pour le dans le! L’innovation is in the heart of our model. À très vite pour la suite!

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— Alexandre Bompard (@bompard)

Through the , Bompard also clarified that the strategy was in charge of the person in charge of digital transformation, Elodie Perthuisot.

Virtual money and tailored experiences

Unlike Fortnite’s “The Healthy Map”, Carrefour’s presence in The Sandbox will be an open experiment where they can be used cryptocurrencies and non-fungible tokens (NFTs) as forms of payment in a predictable store that has not yet opened its doors.

The parcellocated at coordinates 33.147 in the game, may be partially privatized by brands or individuals to create tailor-made experiences of consumers.

There is also the possibility that Carrefour set up a virtual supermarket for customers, or otherwise implement experiences similar to the “healthy map” in Fortnite. It should be noted that in addition to the collaboration with the popular multiplatform battle royale, in November of last year the company joined forces with Goal to carry out a digital transformation strategy, which includes the use of for more than 300,000 employees.

Big brands set their sights on the metaverse

Carrefour is not the only strong company in the retail sector that is flirting with this digital ecosystem. Firms of weight in the fashion sector such as H&M, Zara either Nike They have also allied themselves with technology companies to carry out their projects with which they seek to bring their designs to the metaverse.

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According to projections made by industry experts, it is expected that the 70% of brands most important on the planet fully integrated into the metaverse within five years.

Photo: Carrefour.

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