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: B2C Community Innovator
"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.
Geared to customer needs
1. Describe the innovation(s) and how you settled on the decision to innovate (user request, Lithium suggestion, internal idea, etc.)
"Discover" is a systematic mobile extension of the Migipedia.ch community and dialog platform, delivering relevant product information to customers directly at the POS. Over 90,000 product reviews provided by customers are among the most important features of the Lithium-based platform Migipedia.ch. These reviews increase confidence in our products and reduce the level of mispurchases.
In recent years, we have seen in our community that customers expect transparency and are asking more questions about our products. These included questions on ingredients, origin and processing or preparation options. At the same time, the mobile usage rate for Migipedia.ch has increased from about 40% to 65% currently.
The platform usage and issues discussed in the community prompted us to think beyond Migipedia.ch and find innovative solutions to facilitate customer shopping and planning.
There were several different prototypes initially. They all pursued the goal of making product information more readily accessible and increasing transparency while focusing on the mobile aspect.
Co-creation: seven months' lead time to release
2. Tell us about how you made it happen. Did you stage it first, who got an early look, how you drove adoption/use, and any iterations you had to make to get it right.
A co-creation process was initiated with the creative agency involved, Y&R/Wundermann. All stakeholders were consulted from the outset. As well as customers and community members, the Migros Marketing team was involved right from the start. This ensured that know how was exchanged, customer preferences were taken into account, and support was provided consistently at various hierarchical levels.
The co-creation process produced some additional "Discover" prototypes, which were each redesigned in three-week sprints and improved on the basis of stakeholder feedback and real-world observations, i.e. in store. This is how "Discover" was developed and successfully launched in only seven months.
MAYA: Most Advanced Yet Acceptable
The "Discover" prototype was revised over multiple iterations. The needs of our customer community and their feedback were always the main focus. Functions that had been proposed initially were left out, while other functions were created solely on the basis of customer preferences. As a result of this agile process, "Discover" is not only easy to use, but can also be utilized by as many Migros users as possible. We thus adopted the "Most Advanced Yet Acceptable" (MAYA) approach. The customer was the primary focus throughout the development phase and will, of course, continue to be the focus for any future upgrades. For precisely this reason, we are currently working on the integration of our social shopping platform Amigos.ch. This integration will enable customers to purchase products merely by pressing a button. Another Migros customer then gets the products and delivers these to the customer's home.
"Discover" - digital transformation for customers and the company
3. What were the results? Tell us how it impacted your customer experience or the outcomes you seek as a business.
"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.
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