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Amazon Dash expands capability to connected devices with Brita pitcherBy
Water filtration product manufacturer Brita has integrated Amazon’s Dash Replenishment functionality into its latest pitcher for a new connected experience that automatically reorders filters when needed, without the need of the Dash device.
Amazon Dash’s automatic purchasing program, which allows customers to reorder their most used products through a push of a button, has now partnered with Brita. The new connected product is leveraging the Internet of Things to drive product sales, which also creates a convenient shopping experience for consumers by eliminating the need to consistently head to the store for refills.
“Filtered water has been reporting to provide numerous benefits, including improved taste, the removal or impurities and overall health to name a few; however, if the filter extends beyond its intended life and gets dirty these benefits are lost,” said Michael Becker, managing partner at mCordis. “Brita’s connected filter, in partnership with Amazon, may increase peace of mind and remove the guess work from the use of the pitcher.
“By 2020 it is estimated that 24 million households will be integrated by a centralized hub, will be connected,” he said. “The Brita pitcher is one more step in that direction.
“Cisco predicts, in the aggregate, over the next decade that connected devices, like the Brita connected pitcher, may generate as much as $19 trillion in net economic value worldwide. Connected device may help remove costs and improve education, financial services, city management, retail, manufacturing, and healthcare to name just a handful of industries.
Internet of Things
Brita’s new connected pitcher will automatically connect to Amazon and purchase new filters when needed for customers who have enabled it. Owners of the product must access Brita’s microsite for the product named Infinity to register the automatic purchasing program.
The setup process is similar to other connected devices and connects through Wi-Fi. Users press and hold the start button on the Brita filter until the light blinks to start the process.
Next, users on mobile or desktop must go to their Wi-Fi networks screen and select the connection labeled Brita. Users then reset its Wi-Fi to connect to the owner’s network.
Amazon Dash users must register on the mobile-optimized Brita platform, and enable automatic ordering for the filters. Once the pitcher starts to detect that the filter needs replacing, it will send a signal to Amazon and trigger it to reorder the product to be delivered to customers’ homes.
The program promotes cheaper prices through Amazon and removes the frustrating customer experience of having to continually repurchase the product themselves. Amazon customers can also purchase the pitcher itself on its retail site and app.
The Brita filters need to be replaced every 40 gallons of water refilled into the pitcher, which is about every two months.
Amazon Dash replenishment
Amazon tested its Dash push-button household item-ordering service and met consumers in their moment of need but missed the mark with those who rarely wait to the last minute to replenish supplies of essential goods such as toilet paper (see more).
MasterCard similarly ramped up its smart technology presence with a Samsung partnership for a smart refrigerator, connecting customers to grocery retailers through an application (see more).
“The Amazon Dash service is a new and emerging capability that enables people to initiate replenishment orders of their consumables products manually or automatically,” Mr. Becker said. “To provide support for manual orders, a brand can provide standalone branded dash buttons or they can integrate the dash button directly into their wifi enabled devices.
“Or, to support automatic replenishment, they can configure their product to measure the rate of consumption, as in the Brita case, and the product can automatically pre-order a replacement as it nears its useful life so that the refill arrives just in time,” he said. “There are some critical considerations for marketers to keep in mind when integrating the Amazon Dash powered replenishment capability within their offerings.
“First and foremost, it is important to remember that this is a new experience for most people. Marketers must take special care to educate people on the value of the service, on how it works, what to expect and how to manage it.”
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