Migros is the largest retail company in Switzerland. In addition to its core business of retail trade, Migros is involved in social and cultural activities. Since 2014, Migros has used Lithium community and social media solutions for its a dialog and review platform Migipedia.ch.
Contact: Philipp Bühler
Title: Project Manager Digital Communications
Related URLs: Website, Facebook, Twitter, Instagram
Lithy category: Digital All-Star
"Discover" ask the product
"Discover" is Migros' revolutionary app. The use of image recognition and augmented reality technology optimizes the customer experience and increases customer engagement with the community platform Migipedia.ch. With "Discover", customers have ready access to more than 90,000 product reviews, provided by the community, 4,000 recipes, nutritional information, and other product information. With the whole brand universe being bundled and easily accessible, shopping at the retailer Migros becomes a unique customer experience.
Products become interactive
1. Tell us about your digital customer experience: When and why did digital CX become a focus and priority for your organization and what technology(ies) did you decide to implement to help you, and what problem(s) does it help solve?
With over 1000 stores Migros offers plenty of information und inspiration around its products to the customers, for example about nutrition values, fitting recipes and consumer reviews. But they are spread on different platforms and communities, making it tedious to benefit from them while shopping in the store. Migros wanted to optimise the customer experience and make it easier to access to the information available. The goals were to improve the transparency and convenience for the customers, to strengthen their loyalty, to increase the traffic on the different platforms/communities and to boost the leading role of Migros as a driver of the digital transformation in Switzerland.
The idea was to use image recognition and augmented reality technologies to identify products of the largest retailer in Switzerland by the packaging and make them interactive. Using the smartphone’s camera, the mobile app “Discover” recognizes over 10,000 products directly from packaging and delivers more than 4,000 recipes and 90,000 consumer reviews from various media channels and communities in augmented reality. In this way, the innovative app bundles all of the Migros platforms directly on the product, turning it into a communication channel. The mobile app “Discover” fulfils the consumer’s expectation on product transparency, increases their engagement and considerably optimises the customer journey.
Tailored information and inspiration from the community
2. What are the benefits of having both a community and a social media management platform for your organization? How does it improve your strategy for digital customer engagement?
"Discover" is a systematic mobile extension of the Migipedia.ch community platform and the "Migusto" cooking club. Customers want to know what they are buying and consuming. The opinions and experiences of other customers therefore play a key role. Thanks to "Discover", customers can scan the product packaging at any time, while they are shopping or preparing food, to access over 90,000 ratings and reviews from the community.
Our goal was to provide packaged information and transparency in relation to our products, backed up by community and social media reports, for as many of our target groups as possible. "Discover" also gives all customers the opportunity to share their experience of our products with the community. Discover is a dialog channel, based on our products, that presents community content through augmented reality technology and improves the in-store experience by offering customized information and inspiration.
"Discover" - digital transformation for customers and the company
3. What are your digital results? Please provide your business outcomes and results because of your digital customer experience approach in quantifiable metrics (e.g. revenue, Net Promoter Score, cost savings).
"Discover“ intelligently combines different Migros platforms, such as the Migipedia community and dialog platform or the "Migusto" cooking club, to aggregate relevant information for the customer.
"Discover" has or will not just change the purchasing behavior of customers. The development of "Discover" contributed significantly to the rollout of an incubator pilot project by the Migros Marketing Communications department. This pilot project allows every employee to propose an innovative project that is reviewed by a committee. Once they clear this hurdle, employees are given the resources to drive the project forward.
Learn more about the development of "Discover" under Lithy in the category "B2C Community Innovator".
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