Monoprix wants to “bring NFTs closer to the world of retail,” according to its digital director

Ferdinand Tomarchio, Monoprix digital, data and IT director and digital director of the Casino group

Acculturate yourself internally, test online sales and interact with your customers in the store NFTSingle prize launched in 2022 several Web experiments 3. other use case are to be imagined, without going too fast don’t lose the customer. Interview with Ferdinando Tomarchiodigital, data and IT director of Single prize and digital director of Casino Group.

Single prize is exploring the uses of NFT and their democratization among consumers. In April, the retail brand launched its first collection of non-fungible tokens. For this 100% online operation, Monoprix collaborated with two creators: pastry chef Yazid Ichemrahen and designer Vincent Darré.

According to Ferdinando Tomarchio, the company’s digital, data and IT director, “it was about stepping into this universe. Internally, not everyone knew what an NFT was, and only a few geeks had a crypto wallet like a Metamask. “

Democratize NFTs with customers and employees

” We have done NFT like Monoprix “, he continues. This therefore means a direct link with the world of retail and with the products marketed by the brand. The goal was to democratize internally, but also with consumers through” facilitate access to NFTs for our clients “.

The result was a website that embeds “digital codes” and allows internet users to do so mint tokens. This online course was therefore an opportunity for Monoprix to present the principles of NFTs and the process of creating these tokens.

It then charges users interested in purchasing these NFTs (according to the Ethereum standard) to create a Metamask wallet for the safekeeping of these digital assets. This step is still often a technical obstacle to adoptionwhich Monoprix did not ignore for this first experiment.

The goal was to involve our customers, our creators, but also our collaborators. I have organized many meetings on the topic of NFTs to describe and detail how they work. I also did this work with the legal department when it was necessary to write the T & Cs. And generally my interlocutors started from scratch. We have had to revolutionize many processes in the company. And it was exciting ”, testifies Ferdinando Tomarchio.

Web3 startups to design simple trips

After this “relative success”, Casino Group and Monoprix have therefore decided to continue their experiments, but this time to the end. actions in the fieldie inside Stores. In July, the brand held workshops in one of its stores. It has also set up ephemeral NFT corners with terminals in some stores.

This second phase aimed “to go further into the democratization of NFTs bringing our customers in contact with these products in our stores. For this new phase, Monoprix has decided this time to mask the underlying technological complexity by designing accessible purchasing paths.

This barrier has been overcome thanks to partnerships with Web3 startups, the NFT RudeKidz collection, The owner for the design of the terminals and the route. So goodbye to Metamask, replaced by a digital custody wallet integrated into the mobile application.

The in-store acculturation workshops were prepared and implemented by Keyrus, a digital and data consulting firm. This operation made it possible to sell NFTs, but to a lesser extent than the sale made on the Internet. However, the ambition lay more in a pedagogical and experiential goal

Testing NFT Uses: Almost a Must for Monoprix

The digital director designs one positive balance, especially in terms of image. Monoprix was able to demonstrate to consumers its ability to embrace emerging technologies and uses.

With these tests, we are not looking at this stage to develop a new income line. The goal is to experiment, and also to embody the image of a brand that comes to democratize new trends, in our product lines and commercial uses. And NFTs are one of them. “

” Was almost a must for a brand like Monoprix take an interest in the uses of NFTs and test. We remain humble in the short term and still do not have more ambitious ambitions in our roadmap, such as realization job interviews in the metaverse, For instance. We are humbler ”, continues the leader.

Learning internally, testing online sales, and comparing their in-store customers to NFTs … Monoprix is ​​gaining maturity on the Web3. And the company is leveraging this experience to carry out other group-wide projects. The New Cellarspecialized in wine, it is also entitled to its NFT experimentation, with a direct link to physical products.

From wine to loyalty tokenization

Through “this most retail case of all”, the company offers in-store and online to acquire NFT. The tokens correspond to a title of ownership on great vintages sold by La Nouvelle Cave. These NFTs can be converted by taking possession of the associated wines, be given away, sold to the secondary or kept.

These projects are part of a test sequence that brings the retail world closer to NFTs, but also to our customers, who we take by the hand in discovering NFTs ”, sums up Ferdinand Tomarchio.

We could go very far, very fast, very hard, but I think we would leave our customers on the sidelines.and “, he underlines. Monoprix therefore prefers to go forward by stages, and acculturate internally and externally to be in tune with the level of maturity of consumers.

What time of the 3rd step for the brand ? The initiatives are still to be imagined. In a prospective exercise, the Monoprix manager imagines, for example, an in-store test around aa digital product useful to the customer. The tokenization applied to loyalty it also affects the retail sector.

A future of Bored Ape applied to retail?

The “success” in wine associated with NFTs also allows us to imagine partnerships based “on Monoprix’s know-how around creation and luxury. […] Maybe Monoprix can make the shop’s Bored Bee. “But not in the next few months. The emergence of new use cases will take time, especially to improve the skill level of teams.

The next use case we will test will only be successful if it is worn by people whose first appetite for NFT and Web3, ”considers Ferdinand Tomarchio.

The adoption of uses and technologies, such as crypto wallets, takes time and the achievement of a sufficient level of democratization. The installation of a startup ecosystem is also necessary to facilitate its use and make it, why not, as simple as contactless payment.

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