Carrefour Enters Web3.0

The French retail brand bought parcel number 33,147 in the metaverse—an area worth 30 supermarkets—indicating a fresh user experience. Here is how it tapped patrons of the virtual universe.

Carrefour, the French retail brand, took its first dip into metaverse – the inter-connected social worlds – back in February this year. Within just half a year, it has covered plenty of ground by collaborating with major brands, hiring on metaverse and gamifying the virtual experience for its customers.

The retail chain’s most recent metaverse collaboration was with Proctor and Gamble’s Mr Clean vertical. The partnership is being touted as “the first joint retail/FMCG brand experience in the metaverse”.

In a LinkedIn post, Elodie Perthuisot, Chief E Commerce, Digital Transformation and Data Officer & EXCOM member at Carrefour, said: “Thanks to their lab, we are both offering Carrefour customers a marketing activation of a new style, between gamification, immersion, and Web3, all with a Mr Clean, like you have never seen before.”

She added, “This is a test to renew the classic advertisements and activations, create a link between the metaverse and ecommerce, and especially, receive feedback from our customers to evolve this experience.”

Carrefour is not a metaverse newbie. Prior to its Proctor and Gamble stint, it purchased a virtual plot in The Sandbox game. 

Developed in 2015, The Sandbox provides its users with tools to create their tailored gameplay, commonly known as a “sandbox mode”. The player can craft their world by adding resources such as water, soil, lightning, lava, sand, glass, humans, wildlife, and mechanical contraptions. 

The company bought parcel number 33,147 in the metaverse, an area worth 30 supermarkets, indicating a fresh user experience. Besides, Carrefour ecommerce chief Perthuisot has indicated that concrete projects are soon to follow. 

The company has said that the field will be at the heart of its metaverse excursions as it aims to understand the evolutions of retail and consumption that will come. 

Carrefour was reportedly accompanied by the crypto-bank Coinhouse while buying the land and for the digital asset storage service.

Job hiring in the metaverse

On May 18, 2022, the Carrefour group became the first recruiter in the metaverse. In partnership with VR Academie (which specialises in the metaverse), students from Ecole Polytechnique (an engineering school) and Institut Mines-Telecom Business School indulge in an environment created for them.

In a video posted on Twitter, Carrefour CEO Alexandre Bompard is seen addressing a crowd of job seekers on the first day of the virtual recruitment event. According to Bompard, the group aspires to employ more data analysts and scientists. The firm expects to hire 3,000 data specialists in the next four years.

The event was an opportunity to introduce the 30 participants to the data professions at Carrefour. The company’s operational teams came to present their jobs and discuss with the candidates the challenges faced by the group.

Box: Carrefour UAE to send customers to the FIFA world cup 

Carrefour, owned and operated by Majid Al Futtaim in the UAE, has partnered with Visa to send five football fans on a free trip to FIFA World Cup Qatar 2022. Customers can enter the competition by spending more than AED 500 at Carrefour in-store and online through their Visa cards. The deadline for entering the contest is August 11.

Customers can win either one opening match package or one of four group stage match packages. The prizes include to-and-fro flights to Qatar, a stay at a 5-star hotel for four nights, and tickets to two matches in each package for the winner and a companion. 

Carrefour is offering bonus rewards, including AED 20,000 worth of shopping vouchers and 10 Hisense TVs.