What Happened
Following the likes of Whirlpool and Samsung, two more brands are tapping into the power of auto-refill services to facilitate repeat purchases and remove friction in reordering. Taking a cue from Samsung’s new printers, Brita introduced a WiFi-connected smart pitcher that is integrated with Amazon’s Dash Replenishment service and can automatically reorder replacement filters when 40 gallons of water have passed through the one currently in use. Similarly, credit card company Visa is looking into integrating its payment app into the dashboard of connected cars so that it can alert consumers when their gas tank is low, while allowing them to pay for gas right from the dashboard.
What Brands Need To Do
Automatic replenishment is a great tool for brands to develop and maintain consumer loyalty. With the popularization of connected devices and vehicles, we expect to see more integrations like these two examples pop up in the near future. For brands looking to cultivate a long-term relationship with consumers, this is definitely something worth a shot.
For more on how retailers and CPG brands can better build relationships with consumers through multiple touchpoints and channels, check out the Boundless Retail section in our Outlook 2016.
