To better understand customer behaviour partners, General Mills has collaborated with Smarter, a start-up that develops the Wi-Fi and voice-enabled FridgeCam. Smarter’s cameras work with third-party devices such as Amazon, Apple, and IFTTT (If This Then That) to track the contents of a refrigerator, which consumers can monitor on a mobile app to create grocery lists, receive notifications when they’re running low on items, and automatically reorder items via Amazon Fresh. Because consumer goods firms operate in a world where behaviour changes are sought after, using such digitally connected products is highly lucrative.
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