Radicle Science, which enables wellness products to become more proven and personalized, uses its new personalized nutrition platform Journey to track the behavior and the health of consumers after they purchase a specific brand’s product. Consumers then are given a web link or a QR code, which invites them to participate in the platform.
Journey tracks health, usage and shows real-time visualization data to the consumer. The brand also gets aggregate insights back of what is happening with its customers after they purchase the product.
Journey combines clinical trials with consumer science and AI, according to the company.
“Nearly half of Americans are tracking their health daily, and many of them indicate that it is really helping improve health outcomes for them,” said Pelin Thorogood, cofounder and executive chairwoman at Radicle Science. “But one critical factor remains [unaddressed] and that is how wellness products, specifically dietary supplements, foods and beverages are actually impacting health.”
Pilot testing
Radicle Science conducted over six months of pilot tests with several brands and the Journey platform and saw significant improvements in adherence in terms of taking products. As a consequence, there was a 20 to 30% increase in repeat purchase rates, the company said.
“People are seeing the benefits because they’re taking the products as directed and as a result, they’re more satisfied with the product. This increases the repeat purchase rate,” said Dr. Jeff Chen, CEO and cofounder at Radicle Science. “It’s really increasing that engagement. It changes the entire dynamic, which is exactly what both sides want, and it also improves the consumer literacy regarding how the product is actually benefiting their bodies.”
Journey is also revealing through aggregate anonymous data that not everybody takes products as directed. Some people take two servings a day while others skip a dose. Companies can now understand high-level demographic dimensions and how various consumer segments may be using the product differently, according to Dr. Chen.
“That’s really rich information to be able to inform your R&D as well as informing how you target and market [a brand]...it gives really good information to start personalizing how we actually engage with different consumer segments.”
