[Exclu] La Redoute deploys a mobile street shopping operation across France

by bold-lichterman

According to our information, La Redoute will be rolling out an online shopping operation next Wednesday in the streets of the largest cities in France. Based on its new application called “Street Shopping by La Redoute”, the system is based on two key elements: geolocation and augmented reality.

With a strong “gaming” dimension, the operation aims to promote the new fall / winter collection of the merchant site. The aim is also to show Internet users that they can find the entire La Redoute collection directly on their smartphone.

As part of this mechanism, 11 virtual shops will be set up in 10 main French agglomerations: Paris (2 shops), Lille, Marseille, Lyon, Toulouse, Nice, Nantes, Strasbourg, Montpellier, and Bordeaux. Thanks to a map, mobile users can therefore find their way around the different cities to find the virtual store in question. From there, they will be able to make their purchases from their mobile as if they were in a real store.

Alongside these 11 fictitious stores, La Redoute will gradually launch a virtual treasure hunt on June 20, 21 and 22 in 56 cities. At stake, fashion and decoration gifts from La Redoute collections and brands such as Dorothy Perkins, Nike, etc. Using clues and an interactive map, participants will be able to hunt for gifts scattered around numerous “hiding places”. The first to arrive at the scene will win the gift. Please note, mobile users who have already downloaded the merchant application from the site will have more information.

Free, the application developed by the Relatia agency will therefore be available from Wednesday on the App Store and Google Play.

Through this operation, La Redoute wishes to show to what extent the merchant site has adopted the mobile turn with a strategy largely dedicated to m-commerce. An activity that represented 2% of the site’s overall turnover last year, but which should reach 15% by 2014, according to the company’s forecasts.

On mobile, La Redoute claims 800,000 VU per month. Its web audience would reach 7M VU per month. In 2011, the Internet represented 78% of France’s turnover.

Exclu La Redoute deploys a mobile street shopping operation across