Title	VIRTUAL FITTING
Brand	CARREFOUR TEX
Product/Service	VIRTUAL FITTING APP
Category	A03. Augmented Mobile Experience
Entrant	ARENA Puteaux, FRANCE
Idea Creation	ARENA Puteaux, FRANCE
Media Placement	ARENA Puteaux, FRANCE

Name	Company	Position
Stéphane Guerry	Arena Media	CEO

The Campaign

Carrefour continued to break new ground by becoming the first major retailer to offer its customers an online virtual fitting service. A new technology recently developed by start-up company Fitle was adopted by Carrefour for the launch of its new TEX collection. A collection of 40 women's items that they can try on without leaving their homes … and then have another look at in stores thanks to the Fitle APP

Creative Execution

Carrefour has now started using this technology since the 3 September 2015, it is still going and has been implemented in all of Carrefour's stores with a TEX Brand Women's collection. The way it works is simple: users create an avatar using their measurements and then they can use Fitle to try on clothes. Once they have opened up an account on their phone’s Fitle app (available from Apple's App Store and from Google's Play Store), then all they have to do is create an avatar. This is an accurate virtual 3D copy made from 4 photos of the user taken from various different angles together with information about their size. >Once they have created their avatar, then they can visit the TEX website and start "virtually" trying on new items in the range, >Then all they have to do is view the results and then actually visit a store in order to make their purchase!

More than 35 Millions contacts on free media (TV, Radio, Presse, Digital. BtB and BtC) 7 000 avatars were created in only 2 recruitment weeks ! More than 45 000 clothes were fitted by women during this campaign It’s like 4 years and 3 months fitting at a supermarket ! 6 clothes per avatar on average x 7 purchase intention vs a classic campaign

Fitting rooms can be an area of delight or misery, for our Target (The Tex Collection's main customers are Women from 25 - 55, Moms being the main subgroup) depending on a person’s state of mind, body image, finances, and whether they’re shopping alone or with company, and if you are shopping for groceries at one of Carrefour’s Hypermarkets, with a tight schedule and while with your kids pushing a shopping cart, things can get rough. While a retailer can’t do much about some of these factors, we thought there was one thing we could do to encourage shoppers to try on our collection in a fun and original way. We wanted to allow our target group an access to a virtual fitting and offer a new shopping experience. This became a reality with an augmented reality based virtual dressing room right on your mobile phone.