Häagen-Dazs disrupts convenience industry using geolocation
Häagen-Dazs now caters to those who want instant gratification when it comes to ice cream.
The company launched a new format for convenience by creating an app that delivers ice cream through a smartphone order, using a cellphone’s geo-location feature. The trial went out on Friday, 7 September 2018 in Russel Square, central London, UK. The service used new mobile eCommerce technology, enabling ice cream to be ordered and delivered using geolocation APIs that pinpoint the consumer’s exact location.
The app was generated by creative agency Space and developed by Kerve. The transaction begins through a chatbot conversation in Facebook Messenger, where the ice cream lover would place an order for ice cream. The app uses geolocation to pinpoint the exact location of the cell phone holder, syncs data and finishes the transaction through an eCommerce transaction, and promises to deliver ice cream to the consumer, even if they are in motion.
The buyer can even track the direction of their ice cream in real time, to gauge the time and distance from delivery. This commercial application for using geo-location promises to change the convenience industry as well as delivery services.
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