Malibu launches smart bottle that will help build consumer loyalty
Malibu, the world’s number one coconut flavoured rum, is celebrating a global first with the largest deployment of near field communication (NFC) enabled connected bottles, in 1,600 Tesco stores in the UK in partnership with SharpEnd, the first Internet of Things (IoT) agency. The trial is part of an ongoing strategy to own the area of summer and to engage the target audience of young adults that demands that Malibu is dynamic and innovative.
This pilot is a result of the work that has been done through the IoT innovation lab launched at Malibu’s Head Office, in Stockholm at the end of last year. The IoT lab is designed to test scalable growth opportunities driven by technology innovation within the Internet of Things and support Malibu’s #becausesummer moments – the occasions where consumers are more open to doing the things they want to do, because it’s summer.
As a global icon of summer, Malibu constantly experiments with innovative technology to make consumers’ experiences the best summer of their lives. With NFC enabled phones, consumers will be able to tap the Malibu sunset with no apps needed and unlock five digital experiences through their mobile browser, including:
- Instant-win competition: Tap to win UE Boom speaker
- #BecauseSummer user-generated-content competition – consumers are encouraged to upload a summer snap and get back a personalised image (using Google cloud API[k1]) and enter a prize draw to win the ultimate summer experience in Barbados (7 nights all-inclusive)
- Bartender in a bottle – drinks recipes
- Bar locator – uses the consumer’s geo-location to find the nearest Malibu bar and alfresco drinking spots if the weather is good
- Playlist – connects to Malibu mixcloud to give playlists from Groove Armada, Marvin Humes, Clean Bandit and more
Small-scale trials involving connected bottles have been run before, but this is the first to be rolled out at this volume. The technology will feature on 40,000 Malibu bottles in the period up to December 31st to help consumers experience a #BecauseSummer moment. With consumers more likely to buy a particular product again if it engages them, the pilot will show the benefit of having connected products in store:
Ease of use Unlike QR codes that require consumers to launch an app and scan a barcode, the process is much simpler and so will hopefully leader to a higher engagement rate. How does it work? Consumers just tap their smartphone against the Malibu sunset.
Point of sale Malibu and SharpEnd will be able to collate data including the time of the tap. This could then be used to give an indication to retailers of how many people are engaging with the feature before they buy a bottle and possible in-store locations for displaying the product to ensure maximum engagement.
Recent research carried out by SharpEnd and marketing company Mindshare found that the retail industry is ripe for packaging to become adaptable, digital touch points that can move beyond simply providing a marketing function. Technology could allow brands to start building a relationships in store and then provide services in the home. And 64% of consumers are interested in the idea of everyday objects, such as bottles, being connected to the internet, particularly if they receive value in exchange.
On the impact connected bottles could have, Markus Wulff, Digital Innovation manager at Malibu, says: “By embracing suitable and scalable technologies onto our packaging, we can turn each bottle into a direct, digital touch point for consumers all across the world.”
Cameron Worth, founder of SharpEnd, adds: “Bottles are now able to drive localised content, providing an entirely new way to communicate with consumers and bringing the brand directly in front of their target audience, presenting the opportunity to drive brand loyalty through service delivery.”
