Regulatory News:
Carrefour (Paris:CA) and Google are launching today in France
a new voice-based e-commerce grocery shopping experience within the
framework of their strategic partnership signed in June 2018. As
the first retailer in the world to offer its customers the new
integrated voice shopping service on the Google Assistant,
Carrefour continues to build on its multichannel offering. Based on
a combination of advanced technologies, this innovative service
simplifies and personalizes the grocery shopping experience while
protecting the personal data of users.
An innovative new service that simplifies and personalizes
the grocery shopping experience
As it accelerates in n the e-commerce market, Carrefour is
expanding the range of services it offers customers by adding a
new channel: voice. A technology already adopted by 46% of
French people (source: CSA and Hadopi study, Voice Assistants and
connected speakers, May 2019), this is a rapidly growing sector.
The new voice-enabled grocery shopping service launched today with
Google is based on the Google Assistant: a digital assistant
available on smartphones and compatible smart speakers and
connected screens.
Carrefour is the first retailer in the world to integrate
with the Google Assistant’s voice-based shopping service, developed
by both partners. This integration enabled a triple innovation:
- The Google Assistant allows the user to add items to their
shopping list by voice using common words such as butter,
milk and cheese. Because the Assistant is connected to Carrefour's
e-commerce inventory, it is then able to convert that list into a
cart of products available for sale on carrefour.fr; - the
conversion is customized, so the specific items added to the
shopping cart by the Google Assistant reflect the user’s product
preferences as closely as possible, while leaving the user free
to delete, modify or add products as they wish; - once the shopping
cart is confirmed on the Google Assistant, the customer moves
seamlessly to Carrefour's e-commerce site to finalize their
order, confirm their slot and delivery method (drive, drive piéton
or home delivery), pay and take advantage of their loyalty
benefits.
Building on the technological integration between the two
partners, Google and Carrefour, as well as advances in voice
recognition and artificial intelligence, this new and constantly
evolving service simplifies and customizes the e-commerce
grocery shopping experience.
Three key user features for users
Voice command: simply say "Ok Google, je veux faire les
courses" (French for: “Ok Google, I want to go grocery shopping”)
to start the experience on the Google Assistant and build a
shopping list using natural language. Thanks to its advanced
voice-recognition technology, the Google Assistant can handle
generic words such as “fromage” (“cheese”), product names like
“Comté 18 mois” (“Comté 18 months”) or brand names such as “Comté
Carrefour bio” (“Carrefour Bio comté”).
Shared shopping list: at any time, the customer can share
their list with people of their choosing, such as family members,
who can add the items they want. If the customer wishes to remain
the only user who can access the list, the optional "Voice Match"
feature on the Google Assistant can be configured to respond only
to that customer's voice.
Preferred product recognition: The Google Assistant
converts the shopping list into a shopping cart proposing specific
and personalized items that most closely reflect the customer’s
preferences, either because they are known (the customer has
already purchased the product at Carrefour) or because the Google
Assistant deduces those preferences (based on the general
purchasing habits of the customer at Carrefour if the customer
already shops with Carrefour ex. preference for organic products,
own-brand, etc. - as well as the best price available and the best
sellers out of the 27,000 items available on Carrefour.fr). If the
customer has never bought items from Carrefour before, the Google
Assistant only takes into account the last two criteria to suggest
items for their cart. The Google Assistant learns as people use it
and improves its recommendations to continually provide better
service. The customer is not required to accept the products
recommended by the Google Assistant and can modify or delete items,
or add new items to complete their cart.
Safeguarding users’ personal data
The user must associate their Google Account with their
Carrefour Account for the shopping experience to work and for the
user to be offered relevant product recommendations. When the user
agrees to associate the two accounts, they also authorize Carrefour
France to share the history of their purchases at Carrefour with
Google.
If the customer already has a purchase history at Carrefour,
Google will use it to recommend products. Otherwise, Google
Assistant will initially base its recommendations on the best
available prices and the best sellers on carrefour.fr.
The user can withdraw their consent at any time and
disassociate their accounts. Carrefour will no longer share the
customer’s purchase history with Google, and Google will delete any
data transferred. This happens automatically if the voice-based
grocery shopping experience is not used for 30 days.
Lastly, Carrefour, in accordance with the General Regulations on
the Protection of Personal Data in France, provides users with a
dedicated area where they can exercise their rights of access,
rectification, blocking, erasure and objection, etc.
A digital campaign to support the launch
From 16 June, an advertising campaign created by the agency
Marcel will appear on YouTube, display and social media. It will
also appear on all Carrefour channels, including carrefour.fr, CRM,
catalogues, and stores.
"The partnership developed with Google gives Carrefour a head
start in terms of technology and customer experience. Carrefour is
the first retailer in the world to integrate with the new
voice-based grocery shopping experience on the Google Assistant.
This innovation, developed with Google, will further accelerate the
trajectory of e-commerce at Carrefour," explains Amélie
Oudéa-Castéra, Carrefour Group's Executive Director of
E-Commerce, Data and Digital Transformation.
"Google's core business is to provide information and technology
that are helpful on a daily basis, and we are proud to have been
able to offer an iconic retailer like Carrefour with the best of
our technology and expertise to rethink and simplify the grocery
shopping experience," says François Loviton, Director of Brands
& Commerce, Google France.
About the Carrefour Group With a multi-format network of
some 12,300 stores in more than 30 countries, the Carrefour Group
is one of the world's leading food retailers. Carrefour welcomes
105 million customers throughout the world and recorded revenue of
€80.7 billion in 2019. It has more than 320,000 employees who help
to make Carrefour the world leader in the food transition for
everyone, providing everybody with access to high-quality,
affordable food every day, no matter where they are.
For more information, visit www.carrefour.com, or find us on
Twitter (@GroupeCarrefour) and LinkedIn (Carrefour).
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version on businesswire.com: https://www.businesswire.com/news/home/20200616005452/en/
Carrefour Press Office Tel.: +33 (0)1 58 47 88 80 /
Email: presse_groupe@carrefour.com
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