Evian Smart Drop Lets You Order H20 With the Push of a Button
Katherinev123 — June 12, 2012 — Marketing
If refreshing your supply of fresh bottled water is not always at the top of your to-do list, the Evian Smart Drop may just change that. Evian, owned by the French brand Danone, has created a WiFi-enabled magnet for your fridge that allows you to have water delivered directly to your home.
Developed by the Parisian firm Joshfire, the Evian Smart Drop magnet comes with an LED screen and is about four inches in length, with only a few buttons so that it's not complicated to use. With the ultimate aim of circumventing grocery stores and other retail outlets, the company hopes that the water reminder system will also enhance interaction with the brand's primary customers. According to Ad Age, it's definitely a new marketing strategy for Evian, "which has a higher price point than other bottled water brands and has long positioned itself in the luxury space, with some of its product extensions including beauty sprays."
Having undergone two years of testing already, the Evian Smart Drop magnet will be rolled out in Paris first and then in other global markets.
Developed by the Parisian firm Joshfire, the Evian Smart Drop magnet comes with an LED screen and is about four inches in length, with only a few buttons so that it's not complicated to use. With the ultimate aim of circumventing grocery stores and other retail outlets, the company hopes that the water reminder system will also enhance interaction with the brand's primary customers. According to Ad Age, it's definitely a new marketing strategy for Evian, "which has a higher price point than other bottled water brands and has long positioned itself in the luxury space, with some of its product extensions including beauty sprays."
Having undergone two years of testing already, the Evian Smart Drop magnet will be rolled out in Paris first and then in other global markets.
Trend Themes
1. Smart Home Water Delivery - Disruptive innovation opportunity: Developing WiFi-enabled devices that allow consumers to order and receive water directly to their homes, bypassing traditional retail channels.
2. Connected Refrigerator Accessories - Disruptive innovation opportunity: Creating WiFi-enabled magnets or devices that attach to refrigerators and offer interactive features, such as reminders and ordering capabilities.
3. Direct-to-consumer Marketing Strategies - Disruptive innovation opportunity: Exploring innovative ways to engage with customers and enhance brand interaction by leveraging digital technologies, like smart home devices.
Industry Implications
1. Bottled Water Industry - Disruptive innovation opportunity: Introducing digital solutions that streamline the process of ordering and delivering bottled water, potentially transforming the way consumers access and purchase this product.
2. Smart Home Technology - Disruptive innovation opportunity: Incorporating water delivery functionalities into smart home systems, enhancing convenience and automation for homeowners.
3. Luxury Goods Industry - Disruptive innovation opportunity: Infusing technology and digital experiences into luxury product offerings, such as premium bottled water, to attract tech-savvy consumers seeking convenience and exclusivity.
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