About the client
DnaNudge has developed a breakthrough point-of-decision technology built upon two disruptive platforms. One is its pioneering rapid sample-to-result genetic testing technology (DnaCartridge and NudgeBox) and the other is personalised product recommendations based upon your DNA. DnaNudge’s services analyse and map users’ genetic profile to key nutrition-related health traits – including obesity, diabetes, hypertension and cholesterol – plus skin-related conditions, enabling customers to be guided by their DNA towards healthier, more personalised product choices as they scan and shop.
Overview
Benefiting from NIQ Brandbank’s database of nutrition products in the UK, we managed to firstly validate our recommendation algorithms and then deliver a successful launch of our ground-breaking nutrition service in late 2019. During 2020, we focused most of our resources on developing and scaling our COVID test on our platform, and later a full respiratory virus testing panel. We launched our skincare panel in 2022 and have recently been scaling through strategic partners in retail.
The challenges faced before working with NIQ Brandbank
For recommendation engines to work properly, the quality and integrity of the data is vital. Before working with NIQ Brandbank, we had to obtain product information from a variety of resources. There have been a number of databases in the market from different stakeholders such as regulatory authorities, manufacturers, retailers, and e-commerce businesses. However, in our experience, each one had significant limitations in terms of product coverage, information integrity, and data quality. The issues we encountered included products with incorrect information, non-standard units of measurement, images for different types of products, instances of products with expired barcodes, and so on. So, our data life before NIQ Brandbank was really challenging.
Benefits to business
Working with NIQ Brandbank was instrumental in solving one of the fundamental challenges we were facing in the very early days of our solution development. It is an ongoing challenge as we consider entering other territories with differing levels of product coverage and presence, and NIQ Brandbank continues to work closely with us to help address our prospective markets.
How can we help?
Learn more about how you can access world class product data to drive the omnichannel experience.
