According to IREP, investments in unaddressed printed catalogs have fallen by nearly -40% compared to 2019. In response to this trend, brands are seeking innovative digital solutions to compensate for the gradual disappearance of print catalogs. The agencies Starcom and Publicis Media Connect, Nfinite – an expert in immersive visual content for retailers, and ARMIS – a leader in local digital marketing, particularly in the digitization of print catalogs, have merged their expertise to create a new experience for Castorama. This experience relies on both print and digital, propelling consumers into an augmented reality universe.
A System that Combines Print and Digital to Offer an Augmented Reality Experience to Consumers
The print catalogs distributed by the retailer include several QR codes. Once scanned, they redirect to a dedicated page where users are invited to try products in augmented reality from their smartphones, directly at home. This QR code is also accessible on the product page on the retailer’s website.
In parallel, geo-targeted and personalized digital campaigns have been implemented for each store. These campaigns, delivered on mobile Display and on Meta (Facebook, Instagram), offer a unique advertising experience. Users can admire the products in 3D rotation, and with a simple click, are redirected to the same augmented reality experience mentioned earlier.
Generative AI Serving Performance
This project relies on Generative AI to enhance performance in three aspects. It has enabled the automatic production of all 3D visuals of products, thus optimizing costs and production time. It improves the omnichannel customer experience with adapted content and streamlines the interaction between different channels. Finally, it refines media targeting through optimized distribution in the stores’ catchment areas, ensuring more relevant campaigns and maximized return on investment.
“We were looking for advanced technological solutions to create a striking digital experience while ensuring wide reach for our stores. The trio of Publicis Media, Nfinite, and ARMIS fully met this challenge.” – Romain Roulleau, Chief Marketing, Digital & Customer Officer Castorama & Digital Strategy Kingfisher France
“Our ambition is to facilitate the implementation of pioneering solutions and collaborate with the most promising startups to meet our clients’ needs.” – Armelle Maïques, Managing Director Starcom
“We were delighted to be able to materialize the power of our immersive AI/3D solutions in the personalized public communication of a leading brand like Castorama.” – Alexandre de Vigan, CEO de Nfinite
“The combined impact of local personalization with the immersive experience is stunning for consumers in the stores’ catchment areas. It’s a real reinvention of commercial operations in the digital age.” – David Baranes, co-CEO d’ARMIS
Castorama is a brand of the KingFisher group, a European leader in home improvement with nearly 12,000 employees and 92 stores in France. Change drives us forward. Our vision of change is at the heart of our commitment: to make every life change an opportunity to make life better. We positively and responsibly support the French in their changing lives. We help them live better and move towards a healthier and more sustainable habitat. For more information, visit www.castorama.fr
Starcom (Publicis Media) brings a new dynamic to media consulting, particularly with its Human Experience approach, which prioritizes the understanding of individuals and media experience as a strategic priority. Starcom France demonstrates the excellence of its approach and its ability to support its clients in the transformation of marketing ecosystems daily.
About Publicis Media Connect
“The big agency, small format”
Publicis Media Connect is the Publicis Media France agency dedicated to brands seeking the best of both worlds: the power and expertise of a leading media agency group, and the proximity of an agency with a short, agile structure and uncompromising advice.
More than 50 advertisers make up the very diverse portfolio of brands managed by the agency: international advertisers, ETIs, scale-ups, network brands, and market challenger brands.
With 60 multi-disciplinary talents, the agency led by Romain Guéno is present in 3 offices in France (Paris – Lyon – Rennes).
Nfinite enables the largest brands and retailers to create, manage, and distribute all their product visuals. Our state-of-the-art 3D imaging and synthesis technologies thus provide access to more affordable, adaptable, and quickly produced visual content. The largest retail players use us to offer an infinity of visual combinations, immersive experiences, and personalized content to their clients worldwide.
ARMIS supports physical stores with automated local digital campaigns via various advertising channels (Google, Meta, etc.) for each point of sale, optimizing media investments. An expert in guiding physical networks towards the digital, ARMIS helps retailers attract and retain customers in-store.
ARMIS – contact@ARMIS.tech , Nfinite – email@example.com