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 offering during the Christmas campaign with a tool that would personalize the attention to visitors, make it attractive to children, and strengthen the shopping center’s position as a benchmark in innovation within the retail sector. The challenge was to design a virtual assistant capable of combining several functions—gift recommendations, entertainment, and information about the center—into a single conversational experience, with a personality that was friendly and accessible enough to generate real interaction, not just functional consultation.

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 managed 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 personality and is not just a function, every interaction strengthens the campaign rather than resolving it and ending there. The user does not feel that they have "consulted a service"; they feel that they have had an experience with the brand.

Experiences for the little ones

Designing for children requires merging entertainment, usefulness, and excitement into a simple conversational flow: telling a story, recommending a gift, and sharing a wish must be unified into a single 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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