In a bold move towards innovation, Carrefour, the retail giant, has taken the experience of its traditional physical showroom to new heights by venturing into the virtual realm. In collaboration with Retail VR, the 3D platform for the retail industry, Carrefour has succeeded in transforming its physical showroom into an immersive virtual space. Geographical barriers are falling and allow store teams across France and Europe to consult and order new collections for non-food.

Laetitia Dauphin, Format Relations Coordinator Hypermarkets, comments:

" Thanks to digital technology, all our in-store employees can now visit the showroom and discover new products. It's great for them. After a year of use, we have gained a better grip on the tool and can now use it on our own. In the meantime, the user experience has improved: virtual navigation has become much simpler and smoother. »

Breaking Barriers Through Digital Transformation

Twice a year, Carrefour store managers from all over Europe traditionally visit the non-food goods showroom in Les Ulis, France, to discover the new collections. However, this practice limited physical presence and access to only a few people. As a strategic move, Carrefour has decided to rely on the immersive showroom to make this experience accessible to all store managers.

By partnering with Retail VR, Carrefour is maintaining the implementation of the physical showroom in Les Ulis but creating a digital twin that reinforces its visibility since it is no longer necessary to physically visit it to visit it. 

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In concrete terms, a 360° capture of the physical space makes it possible to recreate this immersive environment in which the brand's marketing and merchandising teams add a large number of media to highlight the products offered to store buyers. . 

Virtual visitors can navigate the showroom as well as the physical world, interact with the objects on display, and even listen to the category managers present the selections thanks to videos embedded throughout the customer journey. 

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Elizabeth Bachelot, International Project Manager, says: " The showroom is a major asset! It is essential for teams from our different countries who cannot go to the showroom in Les Ulis. We can even tailor the virtual showroom to specific formats and countries to suit their needs, which is a real game-changer for them. Of course, it doesn't replace the physical showroom, but it complements and improves it! »

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An editor is made available to market managers who can easily modify the content.

A fun and tailor-made experience

Clicking on the Carrefour logos provides access to a wealth of product information, including descriptions, pricing, in-store zoning and layout details. In addition, interactive videos featuring category managers explain in detail the features of the products that add a personification of the exchanges. 

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Taking into account the diversity of store managers' needs depending on the format and their location, Carrefour has set up personalisation functions. Each market manager has access to the back office that allows them to adapt and customize the showroom with product presentations and prices tailored to their specific needs. This personalization ensures that the virtual experience is as enriching and relevant as possible for each user.

A Virtual Collaboration That Continues

The success and positive reception of the first virtual showroom prompted Carrefour to repeat the experience. This solution, initially incubated by the innovation team led by Hélène Labaume, is now fully integrated into the operations of the sales teams. There are plans to repeat this experience every six months in collaboration with Retail VR.

As Carrefour continues to explore the realms of virtual collaboration, the virtual showroom experience is a testament to the company's commitment to leveraging technology for the benefit of its teams and customers. In addition, as virtualization avoids a physical trip to the Les Ulis showroom , this solution limits CO2 emissions and helps to reduce the costs incurred. 

Seamlessly integrating innovation into the retail experience is arguably not the last step for Carrefour, which promises exciting developments on the horizon.