they no longer know what was invented to sell their metaverse

NFTs are the future, but no one seems to know why. Casino Immobilier CEO Nicolas Joly was the first. Since Friday July 8, it has launched a physical terminal for the sale of non-fungible tokens at three Monoprix stores in Paris (Champs-Élysées, Montparnasse and Beaugrenelle). Customers can go to the store to purchase these digital assets, which can be in the form of paintings, photos or video. They are issued on a blockchain, like cryptocurrencies and have a certificate that makes them unique, like a work of art signed by the artist. The operation, in partnership with RudeKidz, offers images of rebellious teenagers in a pop style. But unlike a traditional purchase in a supermarket, customers don’t have a physical image like that, but an image title tag.

If the NFT is unlikely to be heavy on the shopping bag, it on the other hand should be light on the customer’s wallet. To get his unique representation of a rebellious teenager, you have to pay 249 euros. To justify the price and encourage customers to come and buy a virtual product, the store also gives the customer a card, t-shirt and tote bag from the RudeKidz brand and a Monoprix voucher of 20 euros. What about 100 balls and a march?

Don’t delay

The ambition of the CEO of Casino Immobilier, of which Monoprix is ​​a member, Nicolas Joly is not just to create a marketing operation. He acknowledged Echoes wanted to see how these new technologies, based on the blockchain, could “Nurturing strategy “. The unique code of each NFT present in the blockchain can be interesting, to track the product for example. Currently, Nicolas Joly is having a hard time finding a concrete application of this technology for mass distribution. However, we need to get there as soon as possible. so as not to be late “. Even if it means presenting marketing projects without as much interest as new.

READ ALSO: NFT: lack of ethics, scam, speculation… the dark side of the token

Before the Casino, other companies saw these technologies as a market of the future. Foremost among these are luxury brands. The LVMH group, for example, plans to sell NFTs as a luxury 3.0 accessory, featuring customer avatars in the metaverse. Like what social demarcation persists even in the virtual environment.

Carrefour has also invested in the metaverse, with similar restraints. “ It is important that you are present “, thus assured Échos the executive director of e-commerce, data and digital innovation of the Carrefour group Élodie Perthuisot. It provides a evolution at unparalleled speed »Consumer behavior. Currently, Crossroads public experiences in the metaverse are limited to a remote job interview, in an unfavorable setting.

Create a demand

According to Nicolas Joly, Casino’s communications operations respond above all to a purpose for the distributor: “ create demand “. This means that Monoprix consumers understand blockchain or NFT technology before spending 249 euros on it. However, a study by Wunderman Thompson estimates that only 15% of respondents know how it works. explain how it will work.In addition to the NFT sales terminals, the supermarket group then opened workshops at its Monoprix store in Montparnasse to provide customers with the basics of the blockchain.But will this training explain- well that technology at present is only used on speculation?

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