Title	LE BOUTON DARTY
Brand	DARTY
Product/Service	LE BOUTON DARTY
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	INTEGER FRANCE Paris, FRANCE
Advertising Agency	INTEGER FRANCE Paris, FRANCE

Name	Company	Position
Michaud	Integer	Ceo
Varnier	Integer	Dga

The Brief

Darty, a leading French electronics retailer, had been particularly well-known for its quality of service when it first developed the “Deal of Trust” in 1973, an innovation in customer service that guaranteed lowest prices and carved out a customer-centric vision. Years later, it continued this client-focused approach with the Darty Van that provided at-home service, becoming a prime example of the brand’s accessibility. However, in a market that's constantly evolving with digital innovation and quicker service, Darty faced multiple challenges and needed to revitalise the customer experience in order to maintain the strong relationships they built over the past 40 years. Also, from the moment that a shopper bought a product to the moment where they needed after sales support, Darty, like most of its competitors, offered a complex and time-consuming customer journey. With the current situation of changing shopper behaviours and market conditions in mind, the new technologies available, and the desire to stay true to the customer-centric approach, the big challenge was clear: how do we reinvent the "Deal of Trust" and create something revolutionary that would become the new icon (like the Darty Van) for years to come? We rebuilt Darty’s competitive edge on services by creating an easy and satisfying relationship-building experience possible via the Darty Button. From now on, customers equipped with the Darty Button just have to click on the button so that Darty calls them back within a minute. Also, Darty experts are now able to advise them with a better understanding of the situation, as they now have more data available on each client. The Darty Button is now released to the public and an upgrade should be deployed next year.

The Darty Button is a connected device easily set-up by clients at home. Once pressed, Darty calls back within 1 minute offering a convenient service to clients. By doing so, we inverted the relationship people have with call centers. As a store-to-home experience/revolution in customer service, the button is the simplest way for clients to get advice, buy products, or have them repaired (50% are repaired remotely) while enjoying a seamless experience with a simple design. Also, the Darty Button is an evolution of the Deal of Trust, as you get advice on products you bought at Darty or elsewhere whether they are still under warranty or not. Thus providing a physical link to Darty–right at the core of French households. It is also a business solution for Darty, they now have more information to make relevant recommendations. The data enables the Darty experts to be proactive when calling a client. They now are able to guess what the subject of the call is and to anticipate the client needs by looking at the client’s files. Since launching, turnover increased by 5% thanks to upselling. Concretely, the Darty Button works as follows: - When subscribing to the Darty Button, the client’s data is linked to this specific button. - The client installs the Darty Button and connects it to a wifi network through the Darty App - The client clicks on the Darty Button - A signal to a dedicated Darty expert is sent with the clients contact that is needing a call back - The expert receives the client files - The expert calls back the client within a minute It is planned that the Darty Button will have new functionalities during the upcoming year.

The Darty Button was, and still is, a success on several aspect: First, it was a commercial success on its own as we surpassed the goal of 25,000 units sold. We actually sold more than 35,000 Darty Buttons. It also affected the business in-store : > 20% more warranties sold > 5% increase in turnover the week after the launch > 10% increase in traffic to the store And even Darty stocks increased: +13.5 Gbx Additionally, the Darty Button generated exposure for the Darty brand : - the Net Promoter Score was raised by 4 points - 300 k€ earned media were generated Lastly, the Darty Button was a success for both Darty and its clients, as it allows 50% of problems are solved over the phone. Now clients' problems are addressed and solved more quickly while Darty can better manage the number of experts they send to the client’s home.