Technology Innovation
P2P Toolkit
A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase. Atlanta-based Bakkt Holdings recently launched a consumer app that acts like a digital wallet filled with various assets, including bitcoin and other cryptocurrencies, gift-card balances, frequent-flyer miles and loyalty-reward points. After beta testing with more than 500,000 users, the app is available via the Apple app and Google Play stores. It can already be used, the company says, at participating Starbucks, Best Buy and GolfNow locations as well as retailers who use Fiserv’s payment-acceptance service. Bakkt says that loyalty cards from more than 200 brands are currently supported by the app, and that the “crypto curious” can also use it to buy bitcoin without transaction or trading fees.
In April, Trader Joe’s said it was the first grocery store to partner with Buffalo, New Yorkbased MagnusMode, a life skills library that provides digital guides to daily activities for people with cognitive disabilities such as autism. MagnusCards is a digital app that combines instruction, visual cues and interactive audio guides to everyday experiences such as dealing with rapid transit systems, airports, museums and banks. Step-by-step instructions have been provided by companies ranging from ColgatePalmolive (oral care tips), Kraft Heinz (lunch tips) and A&W (stress-free restaurant dining). The Trader Joe’s card deck covers topics like “checking out your items” and “sensory experiences in the store.” The MagnusCards app covers 12 categories of life skills learning, including social, travel, personal care and shopping. Once downloaded, the card decks don’t require Wi-Fi so they can be used easily anywhere.
Bill Schober is Editor Emeritus of Path to Purchase IQ. He’s been associated with the Institute since 1994, covering all aspects of consumer marketing with a special emphasis on the shopping experience. He welcomes any questions, comments, requests or pitches about P2P Toolkit, and can be reached at bschober@ensembleiq.com.
June/July 2021
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Austin, Texas-based FreeWater Inc. launched in May, declaring itself “The World’s First Free Beverage Company.” It’s a philanthropic marketing startup that aims to be underwritten by selling ads on aluminum water bottles and cartons. The founders assert that this form of advertising gets 10 times the impressions of direct mail. The short-term goal is to become “a prominent advertising channel that doesn’t annoy or harass its audience; the bigger plan is to “evolve into the world’s first free supermarket and to disrupt the food and beverage industry.” The hope is to generate 10 cents per package, which will then be donated to charities that build water wells in Africa.
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