Carrefour: How to sell insurance as we sell tomatoes?
The Carrefour Insurance and Assistance Gondolas are part of the Carrefour project, "En tu vida" and serve as a permanent and striking presence in Carrefour stores, showing the public the new services that are being sold as free service products.
The project consisted of designing a mobile exhibition system that can be located and configured in different ways, adapted to each particular Carrefour space, but which would also become fixed assets. They had to first work as POP material, but later serve as permanent fixtures.
With this in mind, we developed a strategy and exhibition concept that was initially implemented in more than 50 retail stores.
We invented Carrefour’s Insurance and Assistance program and revolutionized the way to sell these products. Enthusiastic user response led Carrefour to expand the model worldwide. Our innovative approach was also copied by their competitors.
We made the idea of buying insurance as tangible as buying tomatoes, and it was as easy as going to the gondola (shelf), figuring out what type of insurance you needed, and emptying your cart and paying the cashier. Insured immediately, as easy as buying tomatoes.
How to sell insurances in my grocery and retail stores?
Thanks to our idea, Carrefour customers can find in stores a new service, created and conceptualized by our company's creatives.
The goal was to transform the sale and marketing of life insurance, assistance, and content insurance directly and transparently for the chain’s customers.
For families from all social segments, mainly within the middle class that would benefit from the possibility of purchasing home insurance, insuring their small assets was not possible before.
If you had a motorcycle or if you wanted life insurance for a short period or even if you wanted to insure your TV or to be protected from flood damage, such coverage was not possible fifteen years ago.
For this reason, we thought of a simple way to market and sell microinsurance with a different point of sale
This project radically changed the traditional way of marketing services, because it was not only a package, but the development of a whole new way of selling, buying, and understanding insurance.
The challenge was to help the second largest retail store in the world commercialize, in a tangible way, its intangible services.
Thinking about the unwieldy and challenging process of obtaining insurance, we believed that by simplifying this activity and making available to the consumer different insurance products, we could make the process tangible, brief, and easy.
Our idea was to give the service a concept of tangibility, making the user perceive the product in a physical and clear way.
We sought to unify and standardize the purchase format for Carrefour services by making them as simple as taking it from the gondola and putting it in your market cart.
Carrefour gift card
Acquire it, assemble it and give it away, these are the three steps to deliver the best gift!
Our goal in this project was to make the gift card material and tangible, to make the card really become a gift! Potentialize the product by giving added value and reduce the impersonal character of gift vouchers, and at the same time give it a much fresher and friendlier tone. The initial print run was 120,000 units for all of Colombia.
In graphics, displays, and packaging, when a customer purchases travel insurance or Carrefour Assistance, the client receives not a folder full of papers, but a case, that contains a small waterproof key card.
Photo CD&I Associates.
The gift card is a product made service since it was offered as generic bonus cards to be sold
as a gift, thanks to the fact that it is accompanied by a composable box and that it is being provided in more than 10 different reasons for any occasion. This Card can be loaded with any amount of money and then can be used to purchase any item at any of the Carrefour stores in the country so it can be said that the Gift Card is a whole Gift Shop.
The gift card also responds to the seasons, so it takes on special editionsfor different times of the year, including the Christmas Gift Card and the Ancheta Card
The design concepts and objectives were to "make tangible" the delivery of the gift voucher, enhancing the value perceived by the recipient and allowing it to be personalized by the buyer, who now has space inside the packaging to complement the gift with a letter, chocolates, or other details, all under the "do it yourself" ethos.
The Carrefour Insurance and Assistance Gondolas are part of the Carrefour project, "In Your Life," and serve as a permanent and striking presence in Carrefour stores, showing the public the new services that are being sold as free service products.
The goal of the project was to design a mobile exhibition system that can be located and configured in different ways, adapting to each particular Carrefour space, but which will also become fixed assets for the company. They first function as POP material, but later they can serve as permanent furniture.
Carrefour Insurances and Assistances revolutionized the way to sell this type of product, making them tangible to the point of being possible to hang them in a gondola, so that customers can buy them “as easy as buying tomatoes."
The new shopping process that we proposed to Carrefour was that customers approach the Services Gondola, choose the type of insurance that best suited their needs, load it into their cart along with their shopping list, and then approach the counter, pay, and be instantly insured.
To respond to this new and revolutionary way of offering financial products and also to convert them immediately into an asset of the store, two types of gondolas were designed, the Center Milestones and the Gondolas. These two types of gondola are modular, so several configurations were planned, to take advantage of the spaces granted by the stores for the exhibition of the product and to attract the attention of the store's customers, in addition to advertising Insurance and Assistance
The gondolas have two lateral light boxes that display advertising materials, as well two angular product exhibition spaces where a large number of hooks can be located. Additionally, they have internal lights at the top. The gondolas are green and have on the flat surfaces the logos of insurance and assistance, reinforcing their image and restricting their use exclusively to this product.