Carrefour adds voice grocery shopping with Google Assistant

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Carrefour customers will be able to shop for groceries through voice commands due to a new integration between the retailer and Google Assistant.

Users can trigger Google Assistant to start taking their orders through the simple command “Ok Google, je veux faire les courses”, which translates to “Ok Google, I want to go grocery shopping.”

From there they can add common items or brand names which the Assistant will automatically retrieve from Carrefour’s ecommerce inventory and compile into a cart of products available from Carrefour.fr.

These recommendations incorporate customers’ preferences, taking account of price and giving priority to products they have already purchased or to categories they have tended to choose such as organic. The Assistant will use machine learning to gradually build better recommendations.

The integration allows customers to share shopping lists with friends or family members so that they can add products.

According to a study by CSA and Hadopi, 46% of French people already use voice assistants.

Amélie Oudéa-Castéra, Carrefour Group’s executive director of ecommerce, data and digital transformation, said: “The partnership developed with Google gives Carrefour a head start in terms of technology and customer experience.

“Carrefour is the first retailer in the world to integrate with the new voice-based grocery shopping experience on the Google Assistant. This innovation, developed with Google, will further accelerate the trajectory of ecommerce at Carrefour.”

François Loviton, director of brands and commerce and Google France, said: “Google’s core business is to provide information and technology that are helpful on a daily basis, and we are proud to have been able to offer an iconic retailer like Carrefour with the best of our technology and expertise to rethink and simplify the grocery shopping experience.”

Carrefour signed a strategic partnership with Google in 2018, followed by the two companies opening an AI and machine learning hub in Paris in March.

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Amazon already makes devices such as the Amazon Echo (pictured). Image: Fotolia
Strategy and Innovation
8 Aug 2022

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