NFTs are the future, but no one seems to know exactly why. Casino Immobilier CEO Nicolas Joly the first. From Friday 8 July he 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 come with a certificate that makes them unique, like a work of art signed by the artist. The operation, in collaboration with RudeKidz, offers pop-style images of rebellious teenagers. But unlike a traditional purchase in a supermarket, customers will not have a physical image as such, but a title to the image.
– Monoprix (@Monoprix) July 6, 2022
If NFT is not likely to burden the shopping bag, it should lighten the customer’s wallet instead. 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 provides the customer with a RudeKidz brand card, t-shirt and tote bag and a 20 euro Monoprix voucher. How about 100 balls and one gear?
Do not be late
The ambition of the CEO of Casino Immobilier, of which Monoprix belongs, Nicolas Joly is not only to carry out a marketing operation. He recognizes in the Echoes that he wants to find out how these new technologies, based on the blockchain, can «Cultivate the strategy “. It may be of interest to the unique code of each NFT contained in the blockchain, to be able to trace 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 first. possible. not to be late “Even if it means presenting marketing projects without much interest as innovative.
READ ALSO: NFT: lack of ethics, scams, speculations … the dark side of the token
Before Casino, other companies saw these technologies as a market of the future. At the forefront are luxury brands. The LVMH group, for example, plans to sell NFT as a 3.0 luxury accessory, equipping customer avatars in the metaverse. Like what the social demarcation continues even in the virtual environment.
Carrefour also invests in the metaverse, with the same refrain. “ It is important to be present now “, Échos assures the executive director of e-commerce, data and digital transformation of the Carrefour group Élodie Perthuisot. It involves a evolution at an unprecedented speed »Consumption habits. So far, Crossroads’ public experiences in the metaverse have been limited to a remote job interview in a poor environment.
Create a need
According to Nicolas Joly, Casino’s communication operation responds above all to one objective for the distributor: ” create a need “This implies that Monoprix consumers understand blockchain or NFT technology before spending € 249 on it. However, a study by Wunderman Thompson estimates that only 15% of respondents know how to explain how it works. In addition to NFT sales terminals, the group of supermarkets then opened workshops in their Monoprix store in Montparnasse to provide their customers with the basics of blockchain, but will this training explain that the technology is currently only for speculative use?