NFTs are the future, but no one seems to know exactly why. The CEO of Casino Immobilier Nicolas Joly the first. Since Friday, July 8, it has launched a physical terminal for the sale of non-fungible tokens in three Monoprix stores in Paris (Champs-Élysées, Montparnasse and Beaugrenelle). Customers will be able to go to the store to purchase these digital assets, which can take the form of paintings, photographs or videos. They are issued by a blockchain, like cryptocurrencies and equipped with a certificate that makes them unique, like a work of art signed by the artist. The operation, in collaboration with RudeKidz, offers images of rebellious teenagers in pop style. But unlike a traditional purchase in a supermarket, customers will not have a physical image as such, but a ownership of the image.
– Monoprix (@Monoprix) July 6, 2022
On the other hand, if it is not likely that NFT will weigh on the shopping bag, it should ease the customer’s wallet. To acquire 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, a t-shirt and a tote bag of the brand RudeKidz and a Monoprix voucher of 20 euros. How about 100 balls and a march?
Do not be late
The ambition of the CEO of Casino Immobilier, to which Monoprix belongs, Nicolas Joly is not just to carry out a marketing operation. He recognizes in Echoes that he wants to find out how these new technologies, based on blockchain, can «Nurture the strategy “. The unique code for each NFT contained in the blockchain may be of interest, in order to track the product for example. For now, Nicolas Joly is struggling to find a concrete application of this technology for mass distribution. However, we must get there as soon as possible. so as not to be late Even if it means presenting marketing projects without the great interest as innovative.
ALSO READ: NFT: lack of ethics, scams, speculation … the dark side of the token
Before Casino, other companies in these technologies saw a future market. At the forefront of these are luxury brands. For example, the LVMH group plans to sell NFTs as a luxury 3.0 accessory that equips customer avatars in the meta-verse. Like what social demarcation continues even in the virtual environment.
Carrefour also invests in the meta-verse, with the same refrain. “ It is important to be present now “, Assures Échos, the CEO of e-commerce, data and digital transformation of the Carrefour group Élodie Perthuisot. It allows for one development at an unprecedented rate »Consumer habits. So far, Crossroads’ public experiences in the meta-verse have been limited to an external job interview, in sloppy surroundings.
Create a need
According to Nicolas Joly, Casino’s communications operation responds primarily to a goal for the distributor: ” create a need “. This means that Monoprix consumers understand blockchain or NFT technology before spending 249 euros on it. However, a survey conducted by Wunderman Thompson estimates that only 15% of respondents know how to explain how it In addition to the NFT sales terminals, the supermarket group then opened workshops in its Monoprix store in Montparnasse to give its customers the basics of the blockchain, but will this training explain that the technology is currently for speculative use only?