Success story · La Torre Outlet

Turrón · La Torre Outlet

Conversations generated per day

Case summary

<w:left w:val="single" w:color="000000" w:sz="4" w:space="4" /><w:bottom w:val="single" w:color="000000" w:sz="4" w:space="4" /><w:right w:val="single" w:color="000000" w:sz="4" w:space="4" /></w:pBdr><w:bidi w:val="0" /><w:rPr><w:rFonts w:ascii="Aptos" w:hAnsi="Aptos" w:eastAsia="Aptos" w:cs="Aptos" /><w:noProof w:val="0" /><w:sz w:val="24" /><w:szCs w:val="24" /><w:lang w:val="es-ES" /></w:rPr></w:pPr><w:r w:rsidRPr="39EE9B3D" w:rsidR="495F949F"><w:rPr><w:rFonts w:ascii="Aptos" w:hAnsi="Aptos" w:eastAsia="Aptos" w:cs="Aptos" /><w:b w:val="1" /><w:bCs w:val="1" /><w:noProof w:val="0" /><w:sz w:val="24" /><w:szCs w:val="24" /><w:lang w:val="es-ES" /></w:rPr><w:t>Mascota virtual con IA generativa que guía a los visitantes de un centro comercial en la campaña de Navidad.

<w:left w:val="single" w:color="000000" w:sz="4" w:space="4" /><w:bottom w:val="single" w:color="000000" w:sz="4" w:space="4" /><w:right w:val="single" w:color="000000" w:sz="4" w:space="4" /></w:pBdr><w:bidi w:val="0" /><w:rPr><w:rFonts w:ascii="Aptos" w:hAnsi="Aptos" w:eastAsia="Aptos" w:cs="Aptos" /><w:noProof w:val="0" /><w:sz w:val="24" /><w:szCs w:val="24" /><w:lang w:val="es-ES" /></w:rPr></w:pPr><w:r w:rsidRPr="39EE9B3D" w:rsidR="495F949F"><w:rPr><w:rFonts w:ascii="Aptos" w:hAnsi="Aptos" w:eastAsia="Aptos" w:cs="Aptos" /><w:noProof w:val="0" /><w:sz w:val="24" /><w:szCs w:val="24" /><w:lang w:val="es-ES" /></w:rPr><w:t>La Torre Outlet buscaba trasladar la magia navideña a la atención al cliente del centro comercial, con una herramienta sencilla y cercana capaz de conectar también con el público infantil. Imascono desarrolló a Turrón, un zorro virtual con Inteligencia Artificial generativa que actúa como asistente de compra, cuentacuentos y canal para compartir la lista de deseos navideña. Turrón recomienda regalos personalizados, cuenta historias navideñas interactivas y da a conocer la oferta de ocio y compra del centro, combinando entretenimiento y atención al cliente en una sola experiencia conversacional.

Client

La Torre Outlet

Sector

Retail & Leisure

Service

Personal Shopper

Conversations generated per day

500 users

In its first weekend

4 minutes

Average duration of conversations with Turrón

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01 The challenge

Personalising Christmas service without losing warmth.

La Torre Outlet wanted to strengthen its shopping and leisure offer during the Christmas campaign with a tool that would personalise visitor service, appeal to children too, and reinforce the shopping centre's position as an innovation leader in the retail sector. The challenge was to design a virtual assistant capable of combining several functions —gift recommendations, entertainment and centre information— in a single conversational experience, with a personality friendly and approachable enough to generate real interaction, not just functional queries.

02 The solution

A conversational assistant with generative AI and a personality of its own

Turrón is a virtual mascot with generative Artificial Intelligence that combines several functions in a single experience: it recommends personalised gifts, tells interactive Christmas stories, runs a wish portal and showcases the shopping centre's leisure and retail offer. Conversations with Turrón rest on a defined, coherent personality that reinforces La Torre Outlet's campaign identity, and it works as a bridge between brand communication and conversational customer service, available throughout the campaign without depending on additional in-store staff.

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Key learnings

What this case teaches the sector.

An AI virtual mascot turns customer service into a brand moment

When the virtual assistant has a personality of its own and not just functionality, every interaction reinforces the campaign instead of resolving it and ending there. Users don't feel they have "used a service", they feel they have had an experience with the brand.

Experiences for the little ones

Designing for children means merging entertainment, usefulness and emotion in a single simple conversational flow: telling a story, recommending a gift and sharing a wish must be unified in one project.

More engagement than a one-off conversation

A conversational assistant that holds attention for several minutes is generating more than a functional answer. In a short seasonal campaign, that dwell time is the metric that best predicts brand recall after Christmas.

Seasonal campaigns are the ideal testing ground for conversational AI in retail

A Christmas campaign has a natural expiry date and innovation expectations already set in the public's mind. That context helps introduce an AI assistant, compared with rolling it out as a permanent tool from the start.

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