The Darty Button, a connected device, provides one-click access to Darty Customer Service, and is a complete sales activation solution. Launched as a new product/service for Darty's 40th anniversary of the "Deal of Trust", our goal was to boost in-store traffic, promoting relevant products to clients to increase sales.

The button moves the store (all products/services) to the home of clients, creating a direct conversation that leads to upselling. For example, the client can directly buy products, get advice, or track orders with the Button via Darty advisors. For Darty, it provides the sales force with a powerful tool allowing them to view purchase history to close sales by promoting additional, more relevant, items to clients.

The service and the devices (physical button and mobile app) were designed to activate traffic by creating multiple links to the shopper journey (drive-to-store, store-to-web, store-to-home).

From the beginning, we wanted to build a seamless and easy experience based on our research on ergonomics and utility. After some field studies and focus groups, we found that when it came to the customer journey when clients needed after sales support, Darty, like most of its competitors, offered a path that was complicated and time-consuming.

Knowing this, the design of a “one click” store-to-home interface (in the form of an app and a connected device) quickly appeared to be the best solution to every problem we identified.

To ensure that the Button wouldn’t just remain as an undeveloped idea in the creative process, the technology behind the Button was prototyped and fully implementable ahead of time before presenting to the clients. It was a risk the agency took in order to ensure that the button wouldn’t just remain an undeveloped idea in the creative process.

The Darty Button was presented to the press before its official release, and within just one week after the announcement, we received pre-orders that claimed our entire stock of 25,000 buttons.

The first week after launching in October, Darty POS noted an average of 10% traffic growth. And since then, Darty has been making 5% more turnover thanks to upselling and retention provided by the button. Furthermore, The PR campaign generated massive earned media, estimated at 300 million euros.

Beyond that, we proved that brick & mortar retailers, like their pure player competitors, could provide user-centric solutions that embrace innovation in technology and are adapted to new mobile device methods.