Migros Adds Visual Discovery To Their App For Richer Shopping Experience
WHO IS MIGROS?
Migros is the largest supermarket chain in Switzerland, the biggest retailer in the country, and one of the forty largest retailers in the world. It is structured in the form of a cooperative society (the Federation of Migros Cooperatives). And it has over two million members.
They offer over 12,000 products among a wide range of categories that include food, clothing, baby products, household, and cosmetics.
When it comes to cooking, people often get lost. They go to the supermarket and they don’t know what to buy. In these situations, Migros wanted to provide help by suggesting cooking ideas and showing complimentary products. They also wanted to inform about nutritional facts, and guide shoppers through the whole shopping experience. The aim was to improve product discovery and provide a unique customer experience.
Migros decided to integrate Catchoom’s Cloud Image Recognition solution to their ‘Discover’ app. Image recognition enables a visual searchfunction and creates a new and direct communication channel beginning with the product.
This product scan functionality allows shoppers to point their phones at any packaged food or household product and instantly recognize more than 10,000 items. Then, once the visual recognition of the product is completed, consumers are redirected to valuable information about the product itself, and they receive suggestions about cooking ideas from a database of over 4,000 recipes. The experience provided by the scan functionality also delivers nutritional information and reviews about the different products scanned.
The release of ‘Discover’ was very successful. It gained a media reach of 5.2M in a country with only 8.2M inhabitants, and consumers scanned over 500,000 products the first week following the launch. The app won two Deutschen Digital Gold Award for Mobile Apps and it has a 4.6/5 Star rating on the iOS store.
CHECK OUT THE VIDEO
Check out the video on how Migros’ product scanner app delivers visual information content to consumers.