Jet.com has partnered with Spoon Guru to leverage the UK-based technology company’s innovative AI-powered solution that enables shopping by specific dietary preferences as more consumers opt to follow exclusive lifestyle diets both for health reasons or personal choices.
Spoon Guru’s unique platform augments the retailer’s product catalog with dietary tags that allow for filtering of food searches to include specific attributes from allergies and intolerances, such as milk or tree nuts, to individual dietary requirements including vegan and vegetarian as well as healthy choices such as low saturated fat or high fiber.
Maintaining vast catalogs of in-depth online product data up to date and highly accurate is a challenge acknowledged by both manufacturers and retailers, including Jet parent company Walmart. (See Related articles at right.) Manufacturers have to navigate various PIM and DAM systems, all with their own requirements and specifications, and retailers are reluctant to assume liability for potentially life-threatening inaccuracies without enough confidence in the data. That leaves consumers to do the heavy lifting and research around their particular diets.
“That’s one of the reasons the industry is starting to respond, because it’s really complicated to makes sense of unstructured and incomplete product data,” Spoon Guru co-founder and chief executive officer Markus Stripf told P2PI. The company solves the challenge with proprietary TAGs technology that determines the suitability of products using a combination of AI, algorithms and human expertise.
“We classify that product range, we supercharge product catalogs and we assign proprietary additional dietary attributes to product after we’ve done deep analysis way beyond the label,” Stripf said. Spoon Guru data scientists analyze and map more than 14 billion data points daily using a complicated algorithm and the output — which Stripf called “basically supercharged meta data” — is sent back to get ingested by Jet on a rolling basis.
“We allow them to respond to complicated customer inquiries much more effectively,” Stripf said. A recent AI study in which Spoon Guru’s machine learning model had the highest precision scores when its recommendations were compared to those made independently by five registered dietitians and three clinical allergists showed the technology as both more efficient and accurate than health professionals.
The technology just launched for Jet shoppers in select New York zip codes and is accessible directly from the home page (see video below). It will be up to Jet to determine the continued rollout.
“We try to align ourselves with the market leaders and the innovators … Jet being a digital pure-play immediately got excited about what we can bring to the table around personalization,” Stripf said.
In the UK, Spoon Guru has been working with Tesco since November 2017. The retailer has seen big increases in the basket conversion rate since introducing the search and filter technology, with some search terms seeing up to a 420% increase in conversion, according to a media release.
“It really put us on the map and we started having conversations with leading retailers around the world,” Stripf said of the Tesco partnership.
Spoon Guru is continuing to expand globally and will announce additional retail partnerships in the next few months. “We understand the consumer problem and the innovators in the space are embracing the technology,” Stripf said.