This document discusses using voice technology and smart speakers to improve consumer activation, loyalty, and marketing for consumer packaged goods companies. It notes that smart speaker adoption doubled in the UK in 2018, showing potential. One company achieved 170,000 registered users with a 92% opt-in rate by offering frictionless in-home product trials via voice to drive trial, purchase conversion, and recurring loyalty. Customer testimonials showed users appreciated being able to try products at home before buying.

1. Future of Voice and Sound
13 February

2. No1 objective in CPG
Discovery
Activation
Conversion
Loyalty

3. No1 objective in CPG
Discovery
Activation
Conversion
Loyalty
Targeting
Wastage
Context
Measurement

4. Consumer activation and loyalty via voice
Friction free, in home product trial and brand experience
Activate advertising expenditure
Drive eCommerce purchase conversion
Build ongoing customer loyalty

5. Totally accountable marketing innovation,
measurable along the entire journey
1.
Reach
2.
Response
3.
Register
4.
Request
5.
Redeem
6.
Relationship

6. A scalable business idea?
Smart speaker adoption doubled in the U.K. in 2018
rising to 9.5 million monthly active users (eMarketer)
-
20,000
40,000
60,000
80,000
100,000
120,000
01/01/2018
01/02/201801/03/2018
01/04/2018
01/05/2018
01/06/2018
01/07/2018
01/08/2018
01/09/2018
01/10/2018
01/11/2018
01/12/2018
01/01/2019
01/02/2019
UK Voice App downloads
Jan 18 to Feb 19
5.7m 2018

10. 170,000 users on database
92% opt in rate
Over 4,000 customer reviews
4.5 star rating across Google Assistant & Amazon
Best in class user experience

11. “This has allowed me to discover fantastic products that are
now weekly staples for my shop”
“Received my free sample…Will now purchase on my next
shopping trip”
“It’s nice to actually try things which I usually wouldn’t”
“I’ve just ordered my free sample. Something I’ve been
eyeing up in the shops for a while now but didn’t want to take
the plunge in case it wasn’t nice. Nice I can try before I buy
and if it’s nice buy the big size with confidence! J”

12. Why it’s working
CUSTOMER VALUE
COMPLEXITY
FREQUENCY
MAXIMISERS
FREQUENCY
POTENTIAL
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