Biscuit- the most innovative digital service
Grand One is an annual competition awarding the most innovative Finnish digital work. Competitors can take part in 20 categories. Musti & Mirri’s Biscuit, a RFID enabled loyalty program for dogs, competed in the category Most Innovative Digital Service. The works are rated by renowned professionals in digital marketing based on four criteria: Creative idea, Strategy, Implementation and Results. Depending on category, the four criteria have different weights in the overall result. The winners were announced at the Grand One Gala on April 5th.
The Biscuit loyalty program was awarded the Most Innovative Digital Service. When the dog enters the store, it is identified by its personal RFID tagged collar. The information enables a personalized in-store customer service and shopping experience for the dog and its owner. The two other finalists in this category was Tommy Hilfiger’s Sample Bag and Plan International Suomi’s and Samsung Electronic Nordic’s Sheboard Raised by Words. Each criterion in the overall result consist of Creative idea 40%, Strategy 20%, Implementation 20% and Results 20%.
Musti & Mirri, the leading pet specialty retailer in the Nordic Countries, launched the world’s first RFID enabled loyalty program for dogs in December 2017. The concept was developed by TBWA\Helsinki and Nordic ID together with Musti & Mirri. Biscuit is a bone-shaped smart device attached to the dog’s collar, and it uses RFID technology to give dogs the best possible service in-store. The gadget creates and recognizes personal dog data such as the dog’s name, favourite treat, birthday and shopping history.
Grand One (in Finnish)