Intermarché Enters the Voice Commerce Market

The retail chain from Groupement les Mousquetaires just launched their voice commerce service based on Google Assistant.

Goals: make their customers’ day-to-day purchases easier and provide them with more choice when doing their shopping, whichever channel they opt for.
Intermarché’s Google Assistant-based feature has been designed in partnership with Netfective Technologie.
This service lets its users carry out purchasing processes from end to end without having leaving Google Assistant’s environment.
How it works
- The user says “Ok Google. Talk to Intermarché” via his mobile phone or Google Home speaker
- He may then add items to his shopping cart using voice command
- From each requested item, the results are displayed in pictures, specifying prices and a short description
- The shopping cart can be validated via Google Assistant (the payment step relies on the payment information the user stored beforehand)
- He may then pick up his purchases at a drive, and can also choose to pay via a dedicated kiosk when picking up the items.
Additional features
- Check their loyalty card programme and sign up
- Check available advantages
- Check recipes and directly add ingredients to their cart
- Answer fun quiz tests on diet and nutrition (Le Mieux Manger).
This service will soon be accessible via Amazon Alexa, too, even if no launch date has been specified.

An omnichannel app. In addition to launching this smart assistant, Intermarché merged their Drive and “Mon Inter” apps in one interface. Their customers may now visualise flyers, place online orders or check their balance via a single app. The point is to build a seamless and more intuitive customer process.
Improving customer experience. Intermarché features a full voice-based process, from preparing shopping carts to placing orders: a market first in this industry. They may also be the first retailer in France to bet on Amazon Alexa, which could contribute to securing customer loyalty.

Intermarché tries to implement an omnichannel strategy for their brand. This goal involves crafting new services enabling customers to have a better time when shopping.
Intermarché isn’t the first retailer to bet on voice commerce to boost customer experience. Monoprix, Carrefour, Fnac-Darty, and Sephora already started to work on this opportunity. Yet, they are the only group so far to have included the entire customer proposer.

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