Member Article

Häagen-Dazs trials geo-targeted delivery-on-demand mobile e-commerce service in central London

Häagen-Dazs is the first ice-cream brand to move into automated product delivery with its new mobile e-commerce technology ‘Häagen-Dazs NOW’. The service enables ice-cream to be ordered and delivered into the hands of consumers when out-and-about by using an innovative combination of proven mobile technologies.

The brand trialled the service on Friday, 7 September 2018, offering people in Russell Square, London, a chance to order and enjoy its ice creams without having to leave their spot in the September sunshine.

Visitors to Russell Square were among the first to try out this new e-commerce service, created by creative agency Space and developed by Kerve.

Through a chatbot conversation platform in Facebook Messenger to place the order, web-based geolocation APIs then pinpoints the exact location through the mobile browser, with swift real-time syncing of data through web sockets to provide a seamless mobile e-commerce solution. The technology also enables Häagen-Dazs to know the exact delivery location, even if the consumer is not standing still, and the consumer can see how far away their ice cream is – all in real-time.

Samuel Horner, Senior Brand Manager at Häagen-Dazs UK, says “‘Häagen-Dazs NOW’ is a first for the ice-cream category, tapping into the growing trend for geo-targeted services. We’re testing it to inform future consumer engagement plans, each of which aim to make every day extraordinary for our consumers. Who wouldn’t want a delicious Häagen-Dazs ice cream delivered to their exact spot at a summer event?

David Atkinson, Managing Partner at Space, adds: “The future potential of geo-targeting is very exciting. General Mills is an innovative business and it’s a pleasure to be given the opportunity to create ground-breaking initiatives together. This activity provides evidence of our collective consumer-centricity and a desire to provide utility and advantage to our consumers.”

This was posted in Bdaily's Members' News section by Alex Sampson .