Ritz Cooks with Alexa
Mondelez International's Ritz is the latest consumer packaged goods brand to experiment with voice marketing. The brand has unveiled a new Ritz Recipes Alexa skill that lets users browse recipes incorporating the cracker, add ingredients to their shopping lists and walks them through the recipe preparation.
The skill highlights recipes for upcoming seasonal occasions or lets users search for recipes that use a particular ingredient, such as cheese. Amazon Echo Show users have access to additional custom content and functions.
It gets a plug with a display ad on the home page of Mondelez's multi-brand snackworks.com website linking to a page explaining how to activate and control the skill with various voice commands.
The skill appears to be a simpler version of one the brand had previously tested. Last year, Ritz released a voice-assisted Recipe Remix cooking show for Echo and Google Home users intended to star musicians helping their fans cook their favorite dishes incorporating Ritz crackers while playing their latest music. NUE Agency and technology incubator Betaworks worked on the first episode starring musician Spencer Ludwig. It appears that no other episodes were developed, though the skill is still available.
Ritz approached the effort with a test-and-learn mindset, Ritz marketing executive Lauren Sella told AdExchanger at launch, indicating that downloads, reviews and retention rates would determine the skill's future.
Industry experts agree that brands need to figure out how to play in the voice commerce space before voice-assisted shopping becomes commonplace, and the majority of brands responding to Shopper Marketing's annual Trends Survey that are currently working on conversational commerce marketing tools indicated that they are focusing on voice assistants.
The Mars Agency’s senior vice president of shopper experience Ethan Goodman and Rob Ciaffaglione, team leader, shopper and customer marketing at Beiersdorf Inc., shared how brands and retailers have begun to test voice shopping capabilities to drive business in a presentation from the 2018 Path to Purchase Summit.