Conceived by TBWA Helsinki for Musti Group, Biscuit is a small smart device that uses RFID technology to provide dogs a five star in-store experience.
“These days a lot of pet supply brands claim to do things for the dogs but behave otherwise. There are 650 000 dogs only in Finland, so it’s about time they get their own customer ‘loyalty cards’!” says Juha-Matti Raunio, Head of Innovation at TBWA\Helsinki.
Musti Group a leading pet specialty retailer in the Nordic countries. The company operates 115 stores in Finland, 115 in Sweden and 4 in Norway and its product assortment comprises of a wide range of pet supplies and accessories as well as pet foods.
“Our job is to make the lives of our customers and their dogs easier, safer and more fun. Biscuit is the newest addition to our existing [human] customer loyalty program. We want to be a pioneer in creating a multichannel customer experience and since more and more shoppers bring their dogs along, it made sense to put even more focus on our real customers”, explains the Marketing Director of Musti Group, Henri Mäkinen.
How Biscuit works
RFID technology allows creating and recognizing personal dog data from their name and birthday, down to their favourite treat and shopping history. The gadget is attached on the dog’s collar.
When a dog wearing Biscuit walks into a store, RFID readers recognize the dog, allowing the staff to give their four-legged customer exactly the kind of, personalized service the pet expects.
A dog tailored gala for the launch
The IOT-gadget was launched on October 4th at the World Animal Day gala in Helsinki, Finland. The gala was an exclusive event for dogs and their owners. It contained tailor-made activity for the furry customers of Musti Group and celebrity dogs from social media, such as a bar, tasting menu, casino and nail trimming salon.
Image over the headline.- Biscuit retail loyaly program for dogs. © TBWA Helsinki.
Related Eastwind links:
Biscuit retail loyalty program for dogs (how it works) -video-
