Ferdinand Tomarchio, digital, data and IT director of Monoprix and digital director of the Casino group
Take care of the inside, try online sales and face her customers in the store NFT… Monoprix launched in 2022 some Experiments in Web3. others use case are to be imagined, without going too fast into don’t lose the customer. Interview with Ferdinand Tomarchiodigital, data and IT director i Monoprix and digital director of The casino group.
Monoprix is exploring the uses of NFT and their democratization among consumers. In April, the retail brand launched it the first collection of non-fungible tokens. For this 100% online operation, Monoprix teamed up with two creators: pastry chef Yazid Ichemrahen and designer Vincent Darré.
According to Ferdinand Tomarchio, the company’s digital, data and IT director, “it was a matter of setting foot in this universe. Inside, everyone didn’t know what an NFT was and only a few geeks owned a crypto wallet like a Metamask. »
Democratize NFTs with customers and employees
“We have done it NFT like Monoprix “, he continues. Therefore, this implies a direct connection to the retail world and the products marketed by the brand. The goal was internal democratization, but also with consumers from ” facilitating access to NFT for our customers “.
The result was a website that included “digital codes” and allowed Internet users mint proofs. This online course was thus an opportunity for Monoprix to present the principles of NFTs and the process of creating these tokens.
It then charges users interested in buying these NFTs (according to the standard Ethereum) to create one Metamask wallet for storing these digital assets. This step is still often a technical barrier to adoptionwhich Monoprix, however, did not ignore for this first experiment.
The objective was to involve our customers, creators, but also our collaborators. I have organized many meetings on the topic of NFTs to describe them and detail how they work. I have also done this work with the legal department when it was necessary to write T&C. And generally, my interlocutors started from scratch. We had to revolutionize many processes in the company. And it was exciting”, Ferdinand Tomarchio testifies.
Web3 starters to design simple journeys
After this “relative success”, Casino Group Therefore, Monoprix have decided to continue their experiments, but this time actions in the fieldthat is, in shops. In July, the brand organized workshops in one of its stores. She also decided on the spot transitional corners NFT equipped with terminals in some stores.
This second phase aimed to “go further into democratization of NFTs bringing our customers into contact with these products in our stores. For this new phase, Monoprix has this time decided to mask the underlying technological complexity by designing accessible shopping paths.
This barrier has been removed thanks to partnerships with Web3 startups RudeKidz NFT Collection, The best for the design of the terminals and the course. So, goodbye Metamask, replaced by a custodial digital wallet embedded in the mobile app.
The in-store acculturation workshops were prepared and conducted by Keyrus, a digital and data consulting firm. This operation made it possible to sell NFTs, but less than during the online sale. However, the ambition lay more in a pedagogical and experimental objective
Testing uses NFT: almost a task for Monoprix
The digital director draws one positive balance, especially in terms of image. Monoprix was able to demonstrate to consumers its ability to embrace new technologies and uses.
With these tests, we are not looking at this stage to develop a new line of revenue. The objective is to experiment, and also 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.”
“It was almost a task for a brand like Monoprix to be interested in the uses of NFTs and to test. We remain humble in the short term and do not yet have more ambitious ambitions on our roadmap, such as achieving job interview in the metaverse, for example. We are more humble”, continues the leader.
By learning from the inside, testing online sales and facing its customers in-store with NFTs… Monoprix is maturing in Web3. And the company is taking advantage of this experience gained to realize other projects at the group level. of New basementspecializing in wine, also has the right to its NFT experimentation, with a direct link to physical products.
From Summer to Loyalty Tokenization
Through “this most retail occasion of all,” the company offers in-store and online shopping for NFT. The signs correspond to a ownership document in large vintages sold by La Nouvelle Cave. These NFTs can be converted by taking possession of the linked wines, transferred, sold to the secondary or held.
These projects are part of a sequence of tests that bring the retail world closer to NFTs, but also to our customers, whom we take by the hand in the discovery of NFTs”, summarizes Ferdinand Tomarchio.
” We could go too far, too fast, too hard, but I think we’d be letting our customers down.“, he emphasizes. Therefore Monoprix prefers to move forward in stages, and correct internally and externally to be in tune with the maturity level of consumers.
Yes, now The third step for branding ? Initiatives still remain to be imagined. In a future exercise, the manager of Monoprix imagines, for example, a test in the store about one useful digital product for the customer. of tokenization applied to LOYALTY it is also of interest to the retail sector.
A bored monkey future applied to retail?
The summer “success” associated with NFTs also makes it possible to imagine partnerships based “on Monoprix’s knowledge of creation and luxury […] Maybe Monoprix can create Bored monkey of the store. “But not in the next few months. Emerging 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 worn by people whose first appetite is for NFT and Web3″, considers Ferdinand Tomarchio.
Adopting uses and technologies, such as crypto wallets, takes time and achieving a sufficient level of democratization. Installing an ecosystem of startups is also necessary to facilitate use and make it, why not, as simple as contactless payment.