Приложение для определения спелости авокадо выявило скрытые привычки покупателей и потери из-за преждевременного разрезания

It was built to predict ripeness, but the results gave a picture of how people actually buy avocados. The shopper points their phone at an ÉVO HASS avocado, and their phone predicts where it sits on a five-stage ripeness scale. Since mid-May, that has produced 14,385 completed scans from 9,960 shoppers, mainly in Malaysia and Hong Kong. "We built it to predict ripeness on a phone," says Troy Agosti, who runs the ÉVO HASS brand for its owners, the Donovan family. "What came back was a picture of how people actually buy and use the fruit. That has turned out to be worth more than the prediction." © EVOHASS Sixty per cent of scanned fruit isn't ready to eat Just under 30% of scans come back Not Ripe. Another 30% come back Hard Ripe. Only 13% return as Ripe. "That ratio is what you'd expect once you understand the supply. Fruit is shipped and supplied green, so the retailer isn't deciding when it gets eaten; the customer is. What we didn't have until now was evidence of how deliberately they go about it. "They're not checking a purchase. They're planning one. Ready tonight, ready Saturday, ready when the in-laws arrive. The category has never had a way to answer that, so we all assumed nobody was asking. The behaviour backs it up. One in five shoppers comes back, and returning users re-scan roughly every five days — about how long a hard avocado takes to soften. They are tracking the same piece of fruit through the bowl. Sessions run just over three minutes. "Three minutes of undivided attention on a single avocado. I've watched people spend less time choosing a bottle of wine. Of the 1,779 shoppers who told the app whether the prediction matched what they cut open, more than 95% said it did." What the scan sees after checkout "We can see what stage the fruit was at when someone got it home, whether the prediction held when they cut it, and whether they came back and scanned the next one. That's the half of the journey where repeat purchase is actually won or lost, and it has always been a blind spot. "It also means the answer travels with the shopper. The decision about an avocado isn't made once in the aisle. It gets made again on day two, and again on day four, standing in front of the fridge working out what's for dinner. The phone is already there for all of it." What it means for the people buying fruit "If most shoppers are buying for later, a shelf built entirely around ripe-and-ready is serving the smaller half of the demand. Merchandise the whole window and let people pick their day. That's a bigger basket, not a smaller one. "It also reframes waste. Waste in this category isn't just shrink in store. It's the avocado someone cuts two days early, that tastes of nothing, and quietly ends the relationship. That never shows up in a shrink report. It shows up as a flat category, and nobody knows why." ÉVO HASS runs on a licensing model. Growers and packhouses supply to brand specification; licensees hold a market and receive the ordering platform, the creative portal, and access to the analytics behind these numbers. "A licensee isn't buying a sticker. They get to see what their own shoppers did with the fruit after they walked out. Nobody in avocados has had that before." Asia Fruit Logistica The company is exhibiting at the show and is in discussions on several territories. "We're not chasing volume partners. We want people who'd rather be paid for quality than punished for it. If that's your kind of conversation, come and find us." ÉVO HASS will be in Hall 3 at stand 3B07 For more information: Troy Agosti EVO HASS Tel: +61 436 666 811 [email protected] www.evohass.com