April 15, 2022 | ConsumerGeniuses Blog

CPG and tech companies are stepping forward to support Ukraine

ConsumerGeniuses April 15, 2022

Big CPG companies and tech platforms are stepping forward and supporting the Ukrainian people. Kellogg donated $1 million to provide food for Ukrainian refugees, while Ikea’s charitable arm, The Ikea Foundation, donated $22 million to provide humanitarian assistance to the refugees. Amazon’s contributions involve donating $5 million to aid organisations like Save the Children and The Red Cross, while FedEx has given $1.5 million in humanitarian aid. Unilever in collaboration with NGOs donated $5.5 million to give food and hygiene products, while the Dove company has launched a Company-Matched Global Employee Giving Program to support Ukraine. L’Oréal has donated $1.1 million through its L’Oréal fund for women, along with 300,000 hygiene products. Read more from ADweek

Shipium provides Amazon-like supply chain technology to online retailers

ConsumerGeniuses April 15, 2022

Most retailers and brands struggle to acquire a fast and affordable supply chain technology like Amazon and Walmart. Shipium has decided to provide Amazon-like supply chain tech to e-commerce retailers. Shipium is establishing a tech stack, providing retailers with a supply chain coordination layer that allows them to deliver a shipment at faster and cheaper rates. The company uses the data modeling design to gather information about the cheapest and fastest shipping method and then automates it with machine learning. This way, the company claims to reduce the shipping cost by 5% and speed up the estimated delivery time. Read more from TechCrunch

General Mills Heather Conneran spoke about digital marketing

ConsumerGeniuses April 15, 2022

MarTech interviewed General Mills’ director of brand experience platforms, Heather Conneran, and asked her to shed light on her marketing experience and current role. She said during the interview that brands need to create connected capabilities to deliver relevant consumer experiences, which would foster omnichannel communication. She further added that digital capabilities like personalised data have helped companies deliver relevant content to people, while companies should continuously come up with new and advanced models of working. She said that the only key to pull off an effective marketing campaign is relevancy like General Mills rolled out its ratio brand, featuring sugar content for sugar seekers and protein content for protein searchers. Read more from MartechSeries

No QR codes or applications: Unilever’s end cap lift tracks engagement via AI

ConsumerGeniuses April 15, 2022

Food supermarket giants like Unilever and Ahold are entering into a joint venture with a retail marketing platform, Perch, to launch a visually interactive end caps lift that can track product engagement via AI and computer vision. This partnership would elevate the in-store experience and drive product conversions in the personal care category. With Perch’s lift-and-learn technology, consumers would be able to know about Unilever’s products by simply lifting the end cap without having to scan a QR code, download an app, or touch a screen. Unilever plans to initially introduce this innovation in its Dove personal care line. Read more from ConsumerGoods

A Pakistani B2B supply tech platform, Zaraye, raised $2.1 million in its pre-seed funding

ConsumerGeniuses April 15, 2022

A Pakistani B2B tech platform, Zaraye, connects manufacturers with suppliers, and it has raised $2.1 million in its pre-seed funding. Big names like Tiger Global and Zayn Capital participated in the funding round. Zaraye not only offers raw materials but also provides working capital to manufacturing businesses. Traditionally, manufacturers connect with suppliers directly and wait for their final rate call. However, with Zaraye, manufacturers are given an autonomous position, where they can post their requirements and suppliers can quote from Zaraye’s network of buyers. Read more from TechCrunch