Success story · La Torre Outlet

Turrón · La Torre Outlet

Conversations generated per day

Case summary

A virtual pet with generative AI that guides the visitors of a shopping center during the Christmas campaign.

La Torre Outlet sought to bring the Christmas magic to the shopping center’s customer service, with a simple and approachable tool that could also connect with children. Imascono developed Turrón, a virtual fox with generative Artificial Intelligence that acts as a shopping assistant, storyteller, and channel for sharing the Christmas wish list. Turrón recommends personalized gifts, tells interactive Christmas stories, and showcases the center’s leisure and shopping offerings, combining entertainment and customer service into a single conversational experience.

Client

La Torre Outlet

Sector

Retail & Leisure

Service

Personal Shopper · AI Agents

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.

Next step

We were able to digitize the Christmas campaign through its personalized mascot. What could we achieve working with your company?

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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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