Earlier this month, Mondelez International announced that their power brand Trident and retail provider Kum & Go would be partnering with Strap. Strap’s CEO, Steve, was interviewed about this oppurtunity by MediaPost’s Chuck Martin. Here is a summary of the article:
This pilot program is Strap’s chance to take the company to the marketplace and show the importance of human data analysis for personalized marketing. The partnership comes with Strap being selected as one of the winners of the Shoppers Futures program, focused on improving consumer retail experience. For 90 days, the companies will work together to organize using the human data from wearable technology.
So how will Strap, Trident and Kum & Go get the human data? When a consumer opens an app, say Kum & Go’s, they will be asked if they want to connect their wearable device, such as their Fitbit or Apple Watch. This then authorizes the companies to use their data, but Strap will never know their identity. From their data, Kum & Go can then personalize offers and rewards.
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