5 Ways for Brands to Leverage Real-time Consumption Behavior Data to Stay Competitive
Updated: Apr 21
The insights gained from real-time product usage data captured through our Smart Consumption Platform™ are transforming the ways that brands understand and engage with consumers, develop and package their products, and uncover opportunities for long-term loyalty. Smart Consumption Platform allows brands to capture real-time product usage data right from consumers’ homes and use the insights to engage consumers at the right moment with a 2-way communication capability.
We recently discussed some of the most surprising insights that brands have uncovered using our solution. In this post, we’ll focus on some of the typical outcomes that have come from leveraging the next-generation insights that we provide through the Smart Consumption Platform
#1: Gain more and better insights vs traditional market research
We’ve found that brands that use our platform are able to generate 46% more accurate consumer usage behavioral data compared to self-reported data. This was also the case for The Clorox Company, which conducted a foundational in-home usage test (IHUT) on Pine-Sol. Through our consumption tracking, the brand gained 1.5X more data than traditional studies had in the past and they regarded the quality of the data as “10-100X more reliable.” The data gained from the study ultimately led to a six-figure cost savings in product development, thanks to the ability to identify behavioral differences between different scents and uncover opportunities to provide better product instructions.
#2: Increase brand loyalty and customer lifetime value With data on real-time consumer usage, our customers are able to experience a 33% increase in consumer retention and brand loyalty. In the case of a pet food retailer that had deployed our smart labels on their reusable dog food bins, the consumers were thankful not to have to lug around a 40-pound dog food at 11pm at night! Direct-to-consumer (DTC) olive oil brand, Olivery, provides an exciting example of how to leverage data to drive innovation, resulting in more brand loyalty. When the brand wanted to offer a premium subscription with sustainability-inspired, reusable “smart” bottles, they used Adrich’s ‘peel & stick’ smart consumption labels to enable speed-to-market. Consumers put the smart label on the reusable bottle, with auto-reorder triggered at a pre-set refill level that was sensed by the smart labels. Integration of the Smart Consumption Platform with its ecommerce platform allowed a proactive, real-time response to consumer usage patterns. The premium, refillable subscription rapidly became its most popular offering. Insights were used to provide personalized messaging/service by engaging consumers in 2-way communications. This ultimately helped increase consumer loyalty, therefore maximizing the ROI on the marketing dollars spent on acquiring them.
#3: Attract new consumer segments A market leader in the seasoning category was able to identify new messaging and ads that increased the usage of their product by as much as 50%. The brand was able to see the real-time linkage between the advertising message and the resulting change in the product usage behavior in a particular segment -- the learnings from this study were used to go after similar types of consumers. In the case of the DTC olive oil company, the ability to target a more convenience-seeking consumer segment that was willing to pay a premium for the personalized convenience certainly helped the brand carve out a unique niche in the category and drive incremental growth. In the high involvement categories – especially in health, beauty, and nutrition – consumers want to see if they are complying with the usage instructions to achieve the desired benefits and results. Therefore, the ability to give consumers a way to track their own usage patterns and have the brand interact in a timely manner by giving them personalized tips or coupons based on their usage patterns will go a long way in attracting the right target segment.
#4: Reduce inventory carrying costs Through data gained from monitoring consumer usage, our customers are able to benefit from a 15% reduction in inventory carrying costs and simplification of the logistics process. One example of this comes from a pet food retailer that used our smart consumption labels on its dog food containers. Consumption and fill level data of pet food were monitored in real-time. When the fill level dipped below 20%, the retailer proactively replenished product and also engaged consumers with timely, relevant communication through our platform. Not only did the retailer see a 33% increase in lifetime value (LTV) of smart replenishment consumers, but also achieved a 15% reduction in inventory carrying cost due to accurate forecasting and logistics optimization via real-time product status monitoring.
#5: Accelerate sustainability goals Last but not least, make what’s good for the environment good for your consumers too. We see many CPG companies trying to be environmentally friendly and implement their Reduce, Reuse, Recycle initiatives. One thing that can give a boost to adoption is to make sustainability more attractive by rewarding your consumers with additional convenience that they deserve for contributing to the circular economy. Connected packaging or connected products, which can be enabled through the Smart Consumption Platform, can detect when consumers are running out of your product and automatically order the refills for them. Zero touch shopping, zero friction -- No more need to talk about winning at point-of-sale!