French shopping giant La Redoute [IRDX RLAR] is opening virtual shops in 10 large towns throughout France – and running a treasure hunt in augmented reality, with 372 gifts to win – as part of the launch of its new Street Shopping app as the company enters the mobile retail space.
The virtual revolution is designed to allow La Redoute to offer a completely new shopping experience. From Wednesday the 20th of June, 11 ‘virtual’ shops will be launched via an application called Street Shopping which uses augmented reality. You will be able to find two shops in Paris and one shop in Lille, Marseille, Lyon, Toulouse, Nice, Nantes, Strasbourg, Montpellier, and Bordeaux.
They present the new Autumn/Winter collection for 2012, the key pieces of the season’s guest designer, the Maison Rabih Kayrouz, and a selection at Les Prairies de Paris Second Floor, Madame à Paris, Delphine Manivet and Athé Vanessa Bruno.
At the same time as these 11 virtual shops, La Redoute will launch a virtual treasure hunt in 56 towns on the 20th, 21st and 22nd of June. Participants can win fashion and decoration gifts from the La Redoute collections and brands such as Dorothy Perkins, Nike, etc. available on the Marketplace by La Redoute.
As soon as the Street Shopping application is downloaded, the user will be guided thanks to geolocation technologies and augmented reality and will find the prizes to be won. Once he or she arrives at the location, they just have to pick up the prize.
The Street Shopping application was developed for La Redoute by the Relatia agency. It creates a new shopping experience via mobile phone and the chance to win a host of prizes. This original operation will be publicised in two humorous adverts designed by the Clm BBDO agency.
“With augmented reality, La Redoute offers you the chance to discover its Autumn/Winter collection for 2012 in a new environment, in the streets of ten towns. It is a totally new, exclusive and fun experience for our customers and fans, but also, of course, a real bonus for the brand”, declares Nicolas Pérignon, Head of Mobile Commerce and Social Media at La Redoute.
Since 2006, La Redoute has been welcoming almost 800,000 unique visitors per month via mobile. La Redoute is currently available on iPhone, Android, Windows Phone, iPad and via its mobile website. Over 700,000 La Redoute applications for Smartphones and tablets have been downloaded. Just like laredoute.fr, the mobile site presents all the La Redoute and Marketplace by La Redoute collections. It also proposes content that is updated daily, special mobile shopping offers and easy purchasing for a really pleasurable shopping experience via your mobile phone.