Brand Entry into Voice Commerce & Technology
summary
Mars Wrigley tests voice commerce with a two-week community—week one records natural Alexa/Google Home use, week two assigns guided activities—using voice to capture in-the-moment behavior (sick care, beauty routines, unboxing, cooking). A pilot proves voice surveys work where typing fails. Findings: voice is a one-result, highly curated channel; smart speaker installs jump ~20 million in the US; 27% of search is voice. Radius’ connect live prototype yields five strategic wins and a top 10 retailer must-dos list that drives a test-and-learn roadmap.
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chapters (10)
- 0:00Introduction and speakers
- 1:47Mars Wrigley’s voice strategy
- 4:14Voice beyond commerce alone
- 6:03Evolving voice initiatives at Mars
- 7:26Radius’ role in voice research
- 9:12In-the-moment voice research
- 11:42Voice tech growth and adoption
- 13:08Custom research collaboration
- 15:15Key insights for voice commerce
- 16:39Strategies and future plans
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