Voice shopping is increasingly becoming mainstream – by next year, it will eclipse $40 billion. And when shopping using Alexa, 85% of people go with its recommendation for products. So, Honey Nut Cheerios used Amazon Prime day to become the #1 cereal brand on Amazon, and the “cereal” default for millions of customers (80% of whom were new to the brand). They offered free Honey Nut Cheerios to anyone who spent over $40 on Amazon Pantry (as well as a $10 discount on their cart), automatically making Honey Nut Cheerios part of peoples’ order history, thus making them the default for those people who might say “order cereal” in the future.
Why it’s hot:
1) It’s hot: Honey Nut Cheerios is getting in on the ground floor. Before voice shopping truly becomes commonplace behavior, they’re powerfully establishing themselves as the default choice and #1 grocery item on Amazon Pantry.
2) It’s not: It feels a bit too aggressive. People choosing Honey Nut Cheerios when they were offered for free (with a $10 cart discount to boot) doesn’t mean they want them in the future. Should brands be placing themselves not just in the consideration set (as a recommendation), but solidifying themselves as the default for transacting?