US drug store, Duane Reade, has been using one in its Wall St New York store for almost three years, and now, global beverage brand, Coca-Cola, has developed its own virtual assistant – for retail trade.
As part of a new digital shopper marketing trial, Coca-Cola in the UK and technology group, Tensator, have created Isabelle, a female virtual assistant to generate awareness of its 2014 Share a Coke campaign.
Isabelle is currently being used in Dhamecha cash and carry depots to inform retailers about the success of the Share a Coke campaign and provide tips on how to maximise shopper interest.
Isabelle, who wears a Coca-Cola uniform, will be in use until the end of the UK summer.
Simon Miles, digital director at Coca-Cola Enterprises, told The Retail Times that following the 2013 Share a Coke campaign retailers were keen to hear how to get involved in the campaign.
“Digital shopping marketing innovation, such as Isabelle, is a creative and fun way to reach our customers with the campaign and is a piece of genuine digital innovation that we’re excited to bring to the market to build on the success of last year’s campaign,” Miles told the website.
Virtual assistants are being used increasingly for branding efforts and engaging customers, with other Tensator assistant installations including a Tetley tea campaign across Kuwait supermarkets, and UK department store installations to promote French luxury fragrance brand, Thierry Mugler.
The Tetley campaign saw a virtual assistant installed at 10 Co-op stores across the country, demonstrating the British brand’s drawstring teabags.
The virtual assistant is next generation digital signage that projects an image to create the illusion of a real person.
According to Tensator, this creates the ability to bring messages to life and attract more sales.
Earlier this year, Theirry Mugler installed a full height projection assistant in concession stores at House of Fraser, Manchester; Selfridges Trafford Centre; and Metro Centre in Newcastle.
The goddess-like character was created especially for Clarins Fragrance Group to promote Theirry Mugler’s Alien fragrance.
