August 9, 2017 How Migros Used Visual Shopping for the Supermarket Experience of the Future
There is no doubt that Visual Shopping solutions like scanning apps are transforming retail experiences. From virtually trying on makeup, to visualizing a piece of furniture in your room, tech is here to help consumers make better-informed product decisions in a fun and engaging way.
Through the case of the new ‘Discover’ mobile experience by Migros supermarkets, we will show you how to get the most value out of the tech for your retail business.
Why Visual Shopping solutions?
Visual shopping solutions range from Image Recognition to other AI-powered visual technologies. These identify images or objects and let us interact with them, whether it is by triggering virtual content, displaying intelligent recommendations or simply helping users complete a purchase.
Brands and retailers are beginning to leverage on new consumer habits ‒ which come hand in hand with smartphones now being found in almost every shopper’s pocket ‒ and providing personalized and assisted sales through mobile technologies.
A study carried out by Interactions Consumer Experience Marketing shed some light on what consumers think these technologies:
- 65% of the people surveyed said they want to use it to get more product information;
- 41% like to use it specifically to find out about deals and special promotions;
- 45% said it saves them time, rather than having to manually search for product information or reviews online.
When it comes to grocery shopping, this is particularly relevant. Research by Trace One shows that today’s consumers are ever more interested to know more about the food they buy, such as nutritional values or the origin of the ingredients. In the US, 92% of consumers reported that it is important to know where their food comes from, yet 68% admitted they are not provided with enough information.
The Migros example: ‘Discover’ a new way of shopping
The Swiss supermarket chain, Migros, recently launched a new mobile experience called ‘Discover’. This project was developed by Y&R, using Catchoom’s Image Recognition solutions to recognize product packaging around their stores and images in their print catalogs and make them interactive.
Without the need for QR or barcodes, the tech can identify the specific features of over 5,000 consumer packaged goods and matches them with Migros’ product database, enabling seamless interactions between shoppers and products.
So, what is great about the ‘Discover’ mobile experience?
Omnichannel shopper engagement from home to stores
Customers can scan a product in-store, or at home in the Migros magazine, to enjoy a unique shopping experience that bridges the different channels.
Upon scanning, the user can access useful features, such as
- check the nutritional values of an article,
- see real-time ratings and reviews,
- get additional product information,
- access 2,000 recipes to mix and match products in the best way possible.
This unique experience helps Migros better educate their grocery shoppers and increase sales by satisfying modern shoppers’ needs for information and inspiration.
Personalized shopping experience
This intelligent app also provides personalized product recommendations and cashless payments through Migros bank account, credit card or digital Migros number card, as well as insights on purchase habits, based on the receipts.
Additionally, users can collect digital stamps and redeem the points they collected for personalized discounts when they pay by scanning a code directly through the app.
The business value of retailer apps like Migros Discover
Apps like that of Migros are a logical – and profitable – response to the rising consumer trends that include checking products in-store, comparing prices online and then purchasing the best offering.
Besides being able to connect all those channels, the company can establish lasting engagement with the shopper, and gain valuable insights about which products are scanned most – hence, more popular.
By developing apps of this kind, supermarkets and other retailers can also drive customers to the stores, in order to enjoy the full benefits. It generates more footfall and helps fight trends like showrooming, as well as meeting consumers’ demand for more information.
Apps like ‘Discover’ make the most of customer touch points, by transforming every single product into a communication channel for an exceptional omnichannel experience.