The Consumer Goods Forum (CGF) and Capgemini published a new paper highlighting four digital concepts aimed at advancing the agenda of the CGF’s Collaboration for Healthier Lives (CHL) Coalition of Action, by simplifying the customer journey and improving access to healthier options. Entitled ‘Building Healthier Baskets to impact at Scale’, the paper aims to leverage digital technology and data to enable widespread positive change.
The consumer goods industry is currently facing unprecedented disruption in the form of COVID-19, and while the pandemic has impacted many regions around the world, it has also been a motivator for change. Brands, retailers and manufacturers have a unique opportunity to positively impact lives in a time that is inherently complex and stressful. The design and implementation of the digital concepts highlighted in the report are based on the key learnings resulting from local CHL initiatives in China, France, Japan, Latin America, the United Kingdom, the United States and Turkey, and are aimed at simplifying the complex world of “healthy living”.
The concepts are aimed to be used as enablers to healthier baskets, rather than solutions in themselves. They have been developed as a way to simplify the journey and improve access to healthier consumption options. These concepts include :
1. Decoded: a color-coded system that helps consumers visualize healthy choices and navigate purchases throughout the customer journey;
2. Better Together: a social commerce platform that invites micro-influencers to host recorded or live-streamed videos focused on reviewing, recommending, and using health and wellness products. The user community can actively participate by asking questions and commenting via live chat to video hosts as they use the products;
3. Contextual Cart: a predictive system that uses contextual environmental data, historical purchase data, and personal wellness goals to proactively create customized shopping recommendations for consumers; and
4. Simul-ate: the gamified shopping experience that teaches healthy habit formation. It leverages retailers’ existing apps to create a customized shopping journey that aims to drive incremental behavior changes week over week. Challenges are personalized to each household and based on purchase history from loyalty card data.