B2C CRM AI Agent for CPG Brands

The CPG Data Challenge

Typical Results with Caramel

Multi-Touchpoint Data Collection Strategy

1. Connected Packaging with QR Codes

Implementation:

• QR codes printed on product packaging
• Dynamic codes trackable by product SKU, batch, and location
• Consumer scans to access content, promotions, experiences
• Each scan captures engagement data

Consumer Journey:

Customer buys product -> Scans QR on pack ->
Wallet card added instantly -> Consumer now in database ->
Push notifications enabled

Data Captured:

• Product purchased (SKU-level)
• Purchase location (if QR is location-specific)
• Timestamp of first engagement
• Device type and preferences

2. Gamified Promotions & Contests

Data Collection at Each Step:

• Entry data (name, email, preferences)
• Gameplay behavior (frequency, favorites)
• Redemption patterns (winners who validate)
• Share/referral data (social amplification)

3. Survey & Feedback Integration

Consumer Pulse Capture:

• Send survey links via WhatsApp or wallet push
• Embed surveys in post-purchase journey
• Incentivize completion with discounts or contest entries
• Track completion rates by segment

Example Flow:

Week 1: Consumer scans product pack -> Wallet card added
Week 2: Push notification "Quick 2-min survey for free product"
Week 3: WhatsApp message "Thanks! Here's your voucher"
Week 4: Wallet push "New flavor alert - try it first"

Comprehensive Data Model

Psychographic Data (Surveys)

• Family size and composition
• Snacking occasions and preferences
• Brand perceptions and values
• Purchase motivations

Behavioral Data (Engagement Tracking)

• QR scan frequency per consumer
• Notification open rates
• Content engagement (clicks, reads)
• Game participation patterns

Transactional Data (Validation Data)

• Products purchased (via SKU-specific QR)
• Purchase frequency estimates
• Voucher redemption data
• Store/channel preferences

Automatic Consumer Segmentation

Caramel AI automatically creates segments:

Super Fans (15%)

• Scan 3+ products/month
• High game participation
• 95%+ notification open rate
• Action: VIP program, exclusive previews

Regular Buyers (45%)

• Scan 1-2 products/month
• Moderate engagement
• Action: Collection games, loyalty points

Occasional (30%)

• Single scan, low return
• Action: Reactivation campaigns

New (10%)

• First scan less than 30 days
• Action: Welcome series, education

4 Direct Communication Channels

No application to download • Your consumers already use these channels daily

Simple In-Store Validation

For the Retailer:

• Simple application (2-minute installation)
• No cash register integration required
• Wallet voucher scan = instant validation
• Simplified inventory management

For You (The Brand):

• Rapid deployment across retail partners
• Total real-time control
• Zero fraud (unique tracked vouchers)
• Measurable ROI at each validation

Natural Language Analytics

Get instant insights about your consumer engagement:

“Which consumers played our scratch game last month?”

12,847 players with engagement details and segment breakdown

“Show me Super Fans who haven’t engaged in 30 days”

234 high-value consumers flagged for re-engagement campaign

“What’s the redemption rate by region?”

Interactive map showing 92% North, 87% South, 89% Central

“Launch a collection game for consumers who bought Product X”

Campaign created, targeting 5,600 consumers, ready to send

Caramel vs Existing Solutions

GDPR-Compliant Data Management

Built-in Compliance:

• Explicit opt-in during QR scan registration
• Clear data usage disclosure
• Easy opt-out from wallet/WhatsApp/email
• Data portability (consumer can export their data)
• Right to erasure (delete account)
• Consent management per channel

The Strategic Advantage

Today, You Spend On:

• Promotions negotiated with distributors (they keep the margin)
• Facebook/Instagram advertising (rising cost, no audience ownership)
• Billboard and TV (impossible to measure, very expensive)
• One-time SMS campaigns (without proprietary database)

With Caramel, You Create YOUR Infrastructure:

• Multi-channel direct communication: 4 channels, 85%+ open rate
• Integrated gamification: Ready-to-use games that drive engagement
• Minimal marginal cost: Virtually free notifications
• Real-time measurable: Precise ROI, every validation tracked
• Proprietary database: Names, behaviors, locations
• Total independence: You decide when and how to communicate
• Simple validation: Minimalist retailer app, zero fraud

Implementation Roadmap

Phase 1: Pilot Market (Month 1-3)

Setup:

1. Select 2-3 hero products
2. Design QR codes for next production run
3. Create wallet card designs (branded)
4. Set up welcome automation sequence

Launch:

• Week 1: QR codes hit shelves
• Week 2: First consumers registered
• Week 4: First promotion launched (scratch game)
• Month 2: Survey sent to engaged users
• Month 3: Results review + expansion decision

KPIs:

• QR scan rate: 5-10% of units sold
• Wallet card activation: 80%+ of scans
• Notification engagement: 70%+ open rate
• Data enrichment: 60% provide email/preferences

Phase 2: Scale Nationally (Month 4-6)

Expansion:

• Roll out across full product portfolio
• Launch collection game (“Collect 6 brand variants”)
• Integrate with retailer promotions
• Build consumer community on Telegram

Advanced Features:

• Geo-targeted notifications (near-store triggers)
• Personalized product recommendations
• Dynamic promotions based on purchase history
• Referral program (share with friends)

Phase 3: Global Rollout (Month 7-12)

International Markets:

• Adapt content for local languages
• Localize promotions and prizes
• Integrate with local retail partners
• Cross-market learnings and best practices

ROI Projection

Investment (Annual - Single Market)

Setup Costs:

• Platform setup
• QR code printing (millions of units)
• Content creation (games, surveys)
• Prize/voucher budget

Returns (Conservative Estimates)

Consumer Database Growth:

• Millions of QR-enabled units sold
• 7% scan rate = significant scans
• 80% activation = large consumer database
• Cost per acquisition: Significantly lower than digital ads

Engagement Value:

• High open rates for push notifications
• Multiple touchpoints per year per consumer
• Low CPM equivalent compared to digital advertising

Incremental Sales:

• 15% of engaged consumers increase purchase frequency
• Game participants try new products
• Trial conversions from gamification

Data & Insights Value:

• Consumer profiles with psychographic + behavioral data
• Inform product innovation
• Inform media targeting
• Retailer collaboration leverage

Key Success Factors

1. Consumer-Centric Value Exchange

• Don’t just ask for data - give something valuable
• Gamification makes data sharing fun
• Rewards must be attainable and desirable

2. Omnichannel Consistency

• Same brand experience across Wallet, WhatsApp, Telegram
• Unified consumer profile across all touchpoints
• Seamless journey from QR scan to redemption

3. Responsible Data Practices

• Crystal clear on data usage
• Easy opt-out at any time
• Protect consumer privacy and trust
• Only collect data you’ll actually use

4. Continuous Optimization

• A/B test promotions and messaging
• Learn from engagement patterns
• Iterate on game mechanics
• Listen to consumer feedback