E.Leclerc announces on July 10 a new voice service called “Vocal Basket E.Leclerc”. Available since February 2020, it allows customers of the brand to add products directly using voice in their shopping cart.
This service is available for E. Leclerc Drive baskets but also for the Parisian home delivery service E. Leclerc Chez moi. It is available on the Google Home connected speaker or via the Google Assistant app on smartphones and tablets.
Able to make personalized recommendations
Concretely, this new service is able to offer each customer personalized products based on their history. For example, if a consumer has a habit of buying a national brand laundry in a specific format, this product is added to the basket.
It also offers personalized recommendations, including for products that are not included in the purchase history. When there are several possible answers, this functionality allows you to add “a selection of 2 to 16 products“from which the customer can choose when finalizing his basket. Finally, the user can also ask Google Assistant what are the promotions of the day and he will offer”most relevant to readi “, promises Leclerc.
In 2018, the Breton group launched its “Race Memo” service which dictates its shopping list. Now, customers can go further by building their shopping cart. But they cannot yet pay for their shopping by voice. A significant difference with Carrefour which presented in September 2019 a new functionality co-designed with Google, rather successful. In addition to the shopping list and validation of the basket, this service allows you to pay for your shopping. Purchases made by voice command are integrated into the classic interface to streamline the purchasing journey.
Walmart has more advanced technology
But it is Walmart, via its subsidiary Flipkart, which seems to have the most advanced and successful technology in terms of voice commerce. Introduced in June 2020, the mobile app called “Voice Assistant” allows users to find and buy groceries. The technological feat of this assistant is to automatically detect the consumer’s language, beyond the country’s two official languages (Hindi and English). 5 months of work, especially in the country’s small towns, was necessary to integrate linguistic variations, modulations and accents, India having several hundred local languages.