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P&G seeks startups for Enriching First-Party data for a Better Shopping Experience

Deadline: September 25, 2020

If you would like to submit a solution, please go to the P&G Innovation Brief Response Form https://bit.ly/3iEogEw to complete their form with the requested information, AND submit here and we'll try to to help you get status on your application.

Business Background:

P&G is a growing leader in the $13 billion Fabric & Home Care sector with household brands that include Tide, Gain, Downy, Bounce, Febreze, Swiffer, Unstopables, etc. As shopping habits turn more and more digital, Fabric Care strives to make the online shopping experience frictionless and highly worth it for consumers. This means increasing the knowledge of what consumers want/need and translate it to a frictionless in an eCommerce experience. For this purpose, enriching current first-party data with shopping data is critical to understanding consumer behaviors and delivering relevant, personalized experiences to drive growth. However, this data has been historically challenging to gather at scale for CPG brands given shopping and purchasing occurs at third-party retailers and eCommerce environments. Furthermore, with the rise of omnichannel shopping and online-to-offline experiences, capturing data along the path to purchase is increasingly difficult. P&G is looking to leverage first-party data to get to the right people, with the right message, with the right choice of products at the right time. P&G is interested in finding new partners and approaches that can help enhance their consumer Identity Graph enriching first-party data with shopping habits.

Business Challenge / Needs Definition:

How can P&G find ongoing, reliable sources of shopping data at the individual consumer level to complement and enrich their ID Graph and ultimately enable demand driver optimization and new growth opportunities? What is the right value exchange / incentives to get consumers to engage regularly and share this data? Furthermore, to drive maximum value, we are seeking enrichment of data at scale. Useful enrichment of data would be through adding descriptive features and/or capturing first party deterministic information (e.g., email). We are looking for enriching first party data with shopping habits that addresses the following data needs:

  1. Shopper Data: What are our consumers buying, where are they shopping, how often and how much are they spending? What are they searching when shopping? Preference for this data to be at the SKU/item level.
  2. Shopper Utility: Understanding buying habits, personalize media, optimize search and assortment that is most relevant and useful to consumers.
  3. Shopper Experience: Interaction with our demand creation: How are consumers interacting with our ads? What is their exposure to ads/promotions along the path to purchase? How can we strengthen their online/offline/at home connection with our brands?

​​​​​P&G is open to a range of solutions including, but not limited to:

  • Shopping list, prep tools and mobile apps: Focus is on solutions that go beyond simple list building and can aggregate data across retailers to enable price comparisons, checking if items are in stock etc.
  • Technology that can catalogue items that are non-exact matches to fuel price comparisons
  • Universal shopping cart / technology to feed shopping baskets directly into omni channel checkout
  • Receipt scanning data
  • Cross-retailer loyalty & rebate apps
  • Credit card purchase data
  • Smart home apps or devices that help consumers manage different tasks and home/pantry inventory e.g. smart
  • trash cans, barcode scanning etc.)
  • Shared/Family productivity applications
  • Digital circulars & coupon aggregators
  • Other data enrichment technologies to optimize eComm purchases.

The Ask: P&G is looking for solutions that can become ongoing sources of first party shopping data. If you have ideas and supporting technologies, that you believe can help deliver disruptive services & solutions to this challenge, we want to hear from you. Where there is a good fit, we are looking to drive agile in-market pilots with the goal of scaling successful services & solutions. All ideas and submissions will be fully reviewed.

Deadline: September 25, 2020
Posted on: August 24, 2020
Industry: CPG
Key Words:
retail, ecommerce, data

If you would like to submit a solution, please go to the P&G Innovation Brief Response Form https://bit.ly/3iEogEw to complete their form with the requested information, AND submit here and we'll try to to help you get status on your application.

Business Background:

P&G is a growing leader in the $13 billion Fabric & Home Care sector with household brands that include Tide, Gain, Downy, Bounce, Febreze, Swiffer, Unstopables, etc. As shopping habits turn more and more digital, Fabric Care strives to make the online shopping experience frictionless and highly worth it for consumers. This means increasing the knowledge of what consumers want/need and translate it to a frictionless in an eCommerce experience. For this purpose, enriching current first-party data with shopping data is critical to understanding consumer behaviors and delivering relevant, personalized experiences to drive growth. However, this data has been historically challenging to gather at scale for CPG brands given shopping and purchasing occurs at third-party retailers and eCommerce environments. Furthermore, with the rise of omnichannel shopping and online-to-offline experiences, capturing data along the path to purchase is increasingly difficult. P&G is looking to leverage first-party data to get to the right people, with the right message, with the right choice of products at the right time. P&G is interested in finding new partners and approaches that can help enhance their consumer Identity Graph enriching first-party data with shopping habits.

Business Challenge / Needs Definition:

How can P&G find ongoing, reliable sources of shopping data at the individual consumer level to complement and enrich their ID Graph and ultimately enable demand driver optimization and new growth opportunities? What is the right value exchange / incentives to get consumers to engage regularly and share this data? Furthermore, to drive maximum value, we are seeking enrichment of data at scale. Useful enrichment of data would be through adding descriptive features and/or capturing first party deterministic information (e.g., email). We are looking for enriching first party data with shopping habits that addresses the following data needs:

  1. Shopper Data: What are our consumers buying, where are they shopping, how often and how much are they spending? What are they searching when shopping? Preference for this data to be at the SKU/item level.
  2. Shopper Utility: Understanding buying habits, personalize media, optimize search and assortment that is most relevant and useful to consumers.
  3. Shopper Experience: Interaction with our demand creation: How are consumers interacting with our ads? What is their exposure to ads/promotions along the path to purchase? How can we strengthen their online/offline/at home connection with our brands?

​​​​​P&G is open to a range of solutions including, but not limited to:

  • Shopping list, prep tools and mobile apps: Focus is on solutions that go beyond simple list building and can aggregate data across retailers to enable price comparisons, checking if items are in stock etc.
  • Technology that can catalogue items that are non-exact matches to fuel price comparisons
  • Universal shopping cart / technology to feed shopping baskets directly into omni channel checkout
  • Receipt scanning data
  • Cross-retailer loyalty & rebate apps
  • Credit card purchase data
  • Smart home apps or devices that help consumers manage different tasks and home/pantry inventory e.g. smart
  • trash cans, barcode scanning etc.)
  • Shared/Family productivity applications
  • Digital circulars & coupon aggregators
  • Other data enrichment technologies to optimize eComm purchases.

The Ask: P&G is looking for solutions that can become ongoing sources of first party shopping data. If you have ideas and supporting technologies, that you believe can help deliver disruptive services & solutions to this challenge, we want to hear from you. Where there is a good fit, we are looking to drive agile in-market pilots with the goal of scaling successful services & solutions. All ideas and submissions will be fully reviewed.

Process Overview:

  • Complete the P&G Innovation Brief Response Form - see link above.
  • All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
  • If accepted, you will be contacted by a Pilot44 Research Analyst to schedule a meeting to present additional detail on your company and solution as well as, where applicable, to provide a demonstration of your product.
  • If contacted for next steps, additional detail on the client needs will be provided during at that time, as well as additional information on the review, selection and reward process.
  • You can send any specific questions to submissions@pilot44.com
  • Process Overview:
    • Complete the P&G Innovation Brief Response Form - see link above.
    • All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
    • If accepted, you will be contacted by a Pilot44 Research Analyst to schedule a meeting to present additional detail on your company and solution as well as, where applicable, to provide a demonstration of your product.
    • If contacted for next steps, additional detail on the client needs will be provided during at that time, as well as additional information on the review, selection and reward process.
    • You can send any specific questions to submissions@pilot44.com

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