M.Video-Eldorado opened a new concept store in Botanica shopping center and together with Sber Metaverse Tech and SberMarketing launched AI consultant Em.Vee
By ForGeeks M.Video-Eldorado Group, as part of its 32nd anniversary celebration, opened a new store in Moscow in Botanica Mall, which launched an innovative format of customer service. M.Video-Eldorado and SberMarketing also signed an agreement on cooperation and collaboration between M.Video-Eldorado and SberMarketing on joint technological developments in the field of digital avatars and other AI technologies.
M.Video’s virtual ambassador at the M.Video store in Botanica shopping center instantly understands visitors’ needs and provides advice on a range of home appliances and electronics. The digital consultant is designed using AI technologies including LLM model training, voice control, speech recognition and real-time lip-sync technology – and has a simple and intuitive interface. Sber Metaverse Tech and SberMarketing teams were responsible for the development, and Instinct agency was responsible for designing the creative and product concept.
This is the first public launch of a fully visualized digital consultant that responds to user queries in real-time, ensuring relevance of answers. This is achieved through integration with M.Video’s search engine, as well as a custom-built query analysis engine and knowledge base using RAG (Retrieval-Augmented Generation) technology.
The Large Language Model (LLM) is customized to match the character and “bible” of the character created by the Instinct team. This ensures that Em.Vee conveys the brand’s signature style and manner of communication in every response.
Big Language Model (LLM).
Besides the introduction of an AI consultant, the new store at Botanica Mall features a modern design and convenient zoning. M.Video’s corporate identity, developed by LINII agency, is seamlessly integrated into the interior: recognizable red color, dynamic logo elements and functional sales racks create a comfortable environment for customers. The use of light-colored wood texture in the interior helps to create a feeling of coziness and lightness. The branded pattern in graphite color above the wall shelves around the perimeter of the store visually adds volume. The red ends of the shelves, decorated in the brand’s signature color, help customers to easily navigate the store space. This allows customers to quickly find the goods and services they need, which significantly speeds up the shopping process.
One of the key features is the M.Café space, a rare solution for non-food retail, where visitors can discuss their purchase, get advice and enjoy a cup of aromatic coffee. The new format also includes a new customer service center area, where M.Finance and M.Master services are presented. Here customers will receive assistance in installation and maintenance of appliances and will be able to perform all necessary operations – purchase, credit, order delivery and installation – in one place.
M.Video-Eldorado Group efficiently manages its retail network and is flexible in its approach to finding new locations for store openings, focusing on customer convenience, traffic indicators and the most favorable offers from landlords. In 2025, the company plans to continue opening new retail outlets in predominantly compact formats, as well as implementing a program to optimize inefficient stores.
The group is also launching new in-store service formats: multi-brand foldable and foldable smartphone zones, premium home appliance zones, mono- and multi-brand premium smartwatch zones.
