Morgane Lopes, digital marketing director at Printemps: “Web3 is a great opportunity for brands to arouse wonder.  »

Morgane Lopes, digital marketing director at Printemps: “Web3 is a great opportunity for brands to arouse wonder. »

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Le Printemps has just announced that it is setting foot in the metaverse. The Parisian brand operating department stores – the most emblematic of which is located on Boulevard Haussmann – is opening its virtual 3D shop offering immersive experiences and featuring products in a dreamlike universe. In charge of managing the project, Morgane Lopes explains to us what motivated her to get started.

What prompted you to launch this virtual store?

Morgane Lopez: There is a boom right now around the metaverse and the idea is not to put everything on the same level. If Printemps has decided to invest in this field, it is above all with a view to re-enchanting the customer experience. Last March, we announced the launch of a new brand platform “All starts in Spring” to create memories in-store and online.

It was when Facebook officially became Meta that I understood the need to launch our virtual store. For us, it’s a sign that the metaverse is an opportunity to reconnect with the customer and offer them a new shopping experience.

Concretely, it is a kind of decentralized mini metaverse and which is not hosted by known players in the sector such as Decentraland, The Sandbox or even Roblox. The Useradgents agency – which has already taken care of the redesign of our e-commerce activity – commissioned a 3D studio for us to create our metaverse. There is a part of mystery around these subjects and we wondered how to popularize while simplifying access to Web3.

At the same time, we called on the French artist Romain Froquet to create a collection of NFTs. People who have purchased a product on our immersive shop can then participate in a draw to try to win one of the NFTs.

Is this a new way to attract more young customers?

This is obviously a way to attract new customers – in this case younger ones – but not only. We also generally want to offer a first time in Web3 for our customers. Our role is to desacralize the subject and make it accessible via a didactic and tutorial approach.

Printemps.com invites the web user to stroll through its imaginary and totally fantasized store where nature has reasserted itself and the products have been modeled in 3 dimensions.

Does the eruption of the metaverse mean the end of physical sales channels for you?

Much like the Web 1.0 and 2.0 revolutions, I honestly don’t think Web3 is the end of the physical store. Even if one day we all have virtual reality headsets in our homes, this will not replace human contact.

Our free “Personal Shopper” service shows it well: the number of people who today need to be accompanied in terms of fashion is very large. We will never take away this physical need and the Covid has also reminded us how crucial in-person contact is.

Web3 is a strong opportunity for brands to arouse wonder and creativity. I personally like the fact that our customers meet over coffee to talk about the immersive experiences we have been able to offer them. Now, there remains a need for democratization because we are still groping and there is still a long way to go to justify the presence of brands on the metaverse.

Brands have become aware of the interest of the metaverse, but not all have the time to get started. This is why we would also like to be a facilitator to accompany brands to take their first steps there.

Do we not run the risk with Web3 of falling back into the speculative setbacks that contributed to the bursting of the Internet bubble of the 2000s?

Our parents were reluctant to reveal their lives on social networks and today they are mostly all on Facebook. Today, Meta is launching a beta to introduce NFTs to its platforms. I’m waiting to see what business model will be built around these projects, especially since cryptocurrencies are assets that sometimes remain unstable. But shopping centers have already taken the plunge: that of Beaugrenelle, for example, accepts payment for purchases in cryptos in its shops.

Be that as it may, with the announced death of the cookie, Web3 could very well sculpt the digital marketing of tomorrow. Without doubt, Zero-Party Data (data bequeathed voluntarily) will prevail and the customer’s wallet will allow us to better understand their expectations.

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