Values, habits, and environment play an important role in the consumer choice process. In addition to the needs for using and acquiring a product, those who choose it have greater goals and personal expectations.
From this, the Brastemp line of appliances managed to innovate the consumer experience with a simple action: bringing more accessibility and practicality to culinary recipes for consumers.
With the launch of a smart oven that connects to smartphones via Wi-Fi, the brand created an app for recipe consultation, which allows the consumer to access and program the oven to prepare the chosen dishes. With just a touch on the touchscreen panel, the oven itself programs preheating, heating, and shutdown according to the selected recipe.
The product was developed based on research that considered the importance of connected devices in daily life and their role in household routines. The result was increased interaction and the creation of new experiential opportunities with an appliance present in most kitchens.
Check out the project development: http://pt.slideshare.net/gomesjorge1/isa-2013-ces-fogao-smart-cook-v2
Another success case came from research conducted by the food products brand Hellmann's. It found that consumers associated mayonnaise only with sandwiches and not with more sophisticated culinary recipes. Thus, the brand promoted a pilot project in a supermarket, consisting of several smart carts equipped with sensors to exchange information with the shelves, suggesting recipes and products for the consumer's shopping list.
Real-time interaction occurs as the consumer moves around the supermarket; a display attached to the cart receives suggestions for combinations of Hellmann’s mayonnaise with other products, based on sensors placed on the shelves throughout the supermarket. This interaction also allowed consumers to share new recipes via email.
The action, which promoted a new experience at the time of purchase and product use, had significant effects, such as a 68% increase in sales, thousands of shares, and the participation of over 45,000 participants in the first month.
In the cases above, creating a new way of interaction between product, environment, use, and the consumer provided new experiences, from the ease of food preparation combining recipes and cooking, to discovering new recipes with a product previously considered a simple accompaniment. All of this is made possible through tools that allow for enhanced interaction and connection between product, use, and consumer.
