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.
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:
P&G is open to a range of solutions including, but not limited to:
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.
Disclaimer: MIT Startup Exchange can make introductions that ideally provide open ended discussions in order to share mutual interests and potentially create common ground that incite the parties to collaborate. MIT Startup Exchange introductions may eventually lead to mutual partnerships, but that is not in any way guaranteed by MIT, MIT Corporate Relations, MIT Industrial Liaison Program (ILP) or MIT Startup Exchange, which takes no responsibility for these outcomes and no formal part in such discussions following our introduction. MIT Startup Exchange and its activities and events are not for purposes of soliciting investment or offering securities.