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RFID Helps Mondelez Market Its Trident Gum

The company is testing how smartphone apps and Bluetooth beacons can deliver benefits to college-age consumers and the university canteens where they purchase chewing gum.
By Edson Perin
Tags: Retail
Aug 25, 2014

Multinational company Mondelēz is employing an innovative solution to market its Trident brand of chewing gum in Brazil. The campaign, which uses battery-powered beacons based on the Bluetooth Low Energy (BLE) specification (also known as Bluetooth Smart), was launched in partnership with Collact, a startup that develops smartphone applications that function as loyalty cards at bars, coffee shops, restaurants and other establishments.

"Instead of you having to carry a bunch of little cards to paste stamps each time you make a purchase at the canteen, for example, everything is in hand—the smartphone," says Bernardo Brugnara, one of Collact's founders. To accomplish this, all that a consumer needs to do is download the Collact application from the Apple or Google Play website. During the registration process, consumers provide such information as their sex, age, phone number, and e-mail address.

Collact provides merchants with an application they can use to analyze consumer behavior.
For the Trident project, Collact is installing Bluetooth beacons provided by Estimote at participating retailers' point-of-sale terminals. Initially, the campaign is being tested in the canteens and coffee shops of the following schools in the São Paulo area: ESPM (at both its graduate and undergraduate facilities), Pontifical Catholic University of Rio de Janeiro (PUC), Mackenzie, Fundacao Getulio Vargas (FGV), Uninove Memorial, Uninove Barra Funda, Anhembi Morumbi Vila Olimpia, and the Liberdade campus of Faculdades Metropolitanas Unidas (FMU).

According to Daniel Silber, Trident's marketing manager in Brazil, the campaign's targets are university students 18 to 24 years of age. "With RFID technology, Collact creates a new shopping experience in which consumers receive custom messages inviting them to try our different products," he says. "We believe this is a good way to integrate technology with consumer goods, and it will be interesting to analyze how consumers and establishments that sell Trident—in this case, school canteens and coffee shops—receive and interact with the application."

Any student with a smartphone is eligible to participate in the promotions. The concept is similar to that of loyalty cards used in Brazil, where customers receive a paper sticker to paste onto their cards every time they make a purchase. With the Collact solution, however, there is no need to paste anything. Purchases are recorded automatically and are stored on Collact's cloud-based server. Based on this purchasing history, the consumer is awarded points, which accumulate and can eventually be redeemed for merchandise or other awards.

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