The future of customer experience in supermarkets
Client
- Carrefour
Industry
- Retail
Skills
- Information architecture
- Research
- Visual design
Team
- 2x Product designer
Date
- 2016
Supermarkets keep on growing
The food distribution sector is experiencing one of the greatest moments of change and transformation in its history. The take-off of online shopping coexists with the development of new consumer habits, both in the way of shopping and in customer expectations, and the arrival of new competitors in the sector.
Faced with this new paradigm, supermarket chains are looking for solutions aimed at improving consumer needs in order to achieve service excellence.
Although the food market has been one of the last to join e-commerce in Spain, the penetration of online shopping has tripled since 2016.
Carrefour, the French multinational chain, has been one of the companies in the sector that has opted for a digitalisation strategy, offering a comprehensive vision of the physical shop and omnichannel as a reference. To do so, it has been helped by Secuoyas.
The Carrefour universe in a single app
Each customer is different
Understanding the services needed for each customer in the different contexts offered by Carrefour required us to approach the project with a broad user research and redefine the future functionalities that would add value.
We were faced with an increasingly informed, connected and active consumer, so we focused on improving three fundamental aspects of the shopping experience: speed, security and simplicity.
Without research, the success of a product or service is not feasible. And in our case, in order to build an app that responded to the client's needs, we had to identify the different contexts and moments of use of the application, in order to be able to offer each user relevant information.
SSO: one entrance, many shops
The incorporation of technology and services to create a Single Sign On (SSO) system allowed us to unify the way in which the customer registers and accesses the services offered by Carrefour.
From a single device, they can now access cards and tickets, repeat their latest purchases, pay at service stations without having to get out of the car or capture the code of a product for more information, among others.
These functionalities adapt to the customer's lifestyle, which is increasingly demanding and time-poor, and contribute to customer loyalty.
We want to be an application that accompanies the customer by offering personalised services before, during and after an omnichannel purchase.
A client with many voices
Integrating three applications into a single app didn't just involve thinking about the user. The business needs of many internal departments, many lines of business and many services in constant development had to be considered.
In this scenario, the presence of a Carrefour Product Owner who could manage all the feedback from the company itself was essential, as well as a close relationship and constant meetings with the client's UX or R&D department.
Carrefour Pay: pay without cash
What's more, from the same app, you can also pay for all your Carrefour purchases, large and small, with your mobile phone. As secure as paying with the Carrefour Pass card, but with additional services to find out the real status of credit lines, financing simulators, control of movements and discounts.
A world of services at your fingertips
After more than a year of collaboration, we have managed to create an intuitive, secure and functional product, providing customers with a wide range of services at any time and place.
Carrefour has already reached one million downloads, making it one of the applications most highly rated by users.
