Fnac Darty Enhances Voice Shopping Through Google Partnership

French electronics retailer Fnac Darty will partner with Google to roll out demonstration areas for Google Home products, as part of the retailer’s effort to fend off Amazon. Additionally, the retailer will speed up the integration of its e-Commerce platform with the Google voice assistant.

The retailer will dedicate hands-on floor space to Google devices, giving shoppers an opportunity to try all of the Google Assistant capabilities before making a purchase. Going forward, Fnac Darty will be one of Google’s privileged partners for product promotions and features.

The e-Commerce integration will allow shoppers to order items from the music, book, video and toy sections through Google Assistant, then pick them up at the nearest Fnac Darty store the next day. Additionally, subscribers to the Darty+ program will be able to use the Darty Button feature on Google devices for immediate access to installation and troubleshooting support, including live conversation with an expert.


Google is working with other French retailers as well. Carrefour, which has a purchasing deal with Fnac Darty, will partner with Google to launch an online voice assistance called Lea, according to Reuters. Additionally, Carrefour will invest $3.5 billion in e-Commerce by 2022.

Amazon will launch its Alexa voice assistant in France in the spring. The online retailer is forming its own partnerships with French retailers, teaming up with Monoprix, a high-end supermarket chain. Monoprix will sell groceries through the Amazon Prime Now app and web site.

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