Nestlé Purina has been making significant strides in advancing its consumer digital ecosystem. By implementing a single-sign-on (SSO) solution and exploring generative AI applications, the company aims to create a cohesive and efficient hub for pet owners while gathering valuable consumer data. This article delves into the developments, strategies, and future plans of Nestlé Purina in enhancing its digital presence and improving animal adoption processes.
Single-Sign-On (SSO) Solution Development
Addressing Fragmentation with SSO
Nestlé Purina faced challenges due to the fragmentation of its digital properties, where consumers had to repeatedly enter personal and pet information across various platforms. To address this, the company partnered with Amazon Web Services (AWS) to develop an SSO solution built on Cognito with a corresponding consumer-facing interface, known as Purina Universal Profile (PUP).
Launched in December 2023, PUP allows users to create a single profile for themselves and their pets, which can be used across Purina’s entire portfolio. This unified profile facilitates personalized recommendations that incorporate feeding preferences, activity levels, and breed information, dynamically adjusting as the pet ages. This personalized engagement aims to enhance user experience and ensure a seamless integration of consumer interactions across all of Purina’s digital touchpoints.
Centralized Data Hub and Consumer Incentives
PUP serves as a centralized hub for consumers to store and manage their pets’ information. To encourage participation, Purina has integrated a loyalty program into PUP. The data collected through PUP supports activation efforts, enabling Purina to tailor its offerings based on explicit consumer data. According to Annie Scharenberg, Nestlé Purina U.S. director of architecture and services, having access to such detailed information allows Purina to personalize its mobile applications effectively, leveraging consumer data for both consumer and business value.
Expansion and Integration Plans
Scaling the Initiative
Currently, PUP encompasses about 90% of Purina’s consumer data collection and boasts over 2 million accounts in North America. The company is looking to expand this initiative and integrate it into other products, like the Petivity smart litter box. Purina aims to use well-established platforms, such as Purina.com and Petfinder.com, to funnel users into newer ventures within the ecosystem, thereby utilizing the traffic from these larger properties to drive acquisitions.
Retail Partner Integration
Discussions are also underway to integrate retail partners into the PUP experience, particularly from a loyalty receipt-scanning perspective. These conversations are relatively new, and the company is exploring how such integrations could enhance the consumer experience further. Scharenberg’s team, consisting of business, product development, and cloud engineering functions, has spent several years building the foundational elements of PUP. With the basic infrastructure in place, they are now focused on scaling the program by 2025.
Exploration of Generative AI
Supporting Animal Adoption with AI
In addition to enhancing the consumer digital ecosystem, Purina is exploring the use of generative AI to support animal adoption efforts through Petfinder.com, a platform featuring 14,000 shelter partners. These shelters, often limited by resources, can benefit from AI-driven solutions to optimize adoption listings. Recognizing the potential of generative AI to alleviate some of these constraints, Purina has introduced Magic Bio, a tool built on Amazon Bedrock.
Magic Bio: AI-Driven Pet Descriptions
Magic Bio uses generative AI to create engaging pet adoption listings by leveraging the existing data input by shelters. With very little input, the AI can generate detailed and engaging descriptions of pets, aimed at improving their chances of adoption. The tool is designed to be quick and user-friendly, significantly reducing the time required to craft meaningful pet descriptions. Although the time savings have not been substantial, it addresses user discomfort with AI, highlighting the need for continued education on AI benefits.
Continuous Improvement and Future Goals
Positive Feedback and Future Exploration
Despite the challenges faced in user adoption of AI tools, positive feedback has been received, and Purina is committed to furthering this initiative. The company is exploring ways to demonstrate a clear correlation between optimized pet descriptions and improved adoption rates. This involves measuring the impact of AI-generated listings on interest levels and successful adoptions.
Commitment to Innovation
Nestlé Purina has been making significant advances in its consumer digital ecosystem, striving to create a cohesive and efficient hub for pet owners. By implementing a single-sign-on (SSO) solution, the company hopes to streamline the user experience. Additionally, they are exploring the use of generative AI applications to gather valuable consumer data, enhancing the overall interaction for pet owners. These technological efforts are detailed in this article, which examines the various developments, strategies, and future plans Nestlé Purina has in place. The company’s commitment to improving its digital presence aims not only to benefit consumers but also to enhance the animal adoption process. By harnessing cutting-edge technologies and data-driven strategies, Nestlé Purina is working to build a more integrated and user-friendly digital ecosystem. These advancements reflect the company’s dedication to both its customers and to improving the lives of pets, demonstrating a forward-thinking approach in the pet care industry. As they move ahead, Nestlé Purina’s innovations promise to set new standards in the digital landscape for pet owners.