Fobi AI Inc said it has entered into a revenue share agreement with Caddle, the largest mobile-first insights marketplace app in Canada.
Under the partnership, Fobi said it will benefit by way of further advancing value in existing relationships and deliver potential new clients in the consumer packaged goods (CPG) and retail space while generating new product offerings for loyalty using Fobi’s mobile Wallet passes which complement Caddle’s suite of services.
Fobi noted that Caddle currently has relationships with several Tier 1 CPG companies, including Unilever, Nestle, and PepsiCo as well as with Canada’s largest grocery chains and retailers such as Walmart, Loblaws, Sobeys, and Canadian Tire.
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Fobi and Caddle also will co-market their combined data solutions, wallet pass, and coupon distribution services.
Caddle is a leading mobile-first data and insights platform that rewards its first-party panel members for sharing and engaging with brands. As a result, Caddle’s clients get access to data and insights faster, at a larger scale, and more cost-effectively. Caddle’s solutions include custom and syndicated surveys, product trials, product reviews, and receipt capture.
Fobi said the partnership will deliver its incremental Wallet pass downloads as Caddle adds more members to its panels to drive more insights into niche categories and new shopper segments.
“We’re excited to work with Fobi and to be able to offer CPG and Retail brands the opportunity to access a richer data set for shopper insights, to drive new traffic, and to grow their market share,” said Caddle CEO Ransom Hawley in a statement.
Ransom said the importance of building a first-party data strategy is critical for all CPGs and the combined value of what Caddle and Fobi collectively offer in a proven turnkey solution, solves this pain-point for CPGs.
“We have already started mapping out the CPGs and retailers that we would like to target together, and I look forward to announcing our first deal together soon,” he added.
The decline of 3rd party data sets and tools
Moving forward, Fobi noted that with the decline of 3rd party data sets and tools, most CPGs are looking to build their own first-party data strategies. The drive for digital and data-based marketing is key right now for brands and retailers, and the opportunity is tremendous.
Fobi said joint first-party data collection will not only help CPGs reveal valuable insights, but it will also reduce the cost of new customer acquisition, and help them focus on leveraging the spend of loyal customers. It will also enable marketers at Caddle’s large CPG clients to save time and money on value-add programs such as coupons delivered by Fobi’s recent acquisition Qples to increase shopping.
Fobi said it and Caddle will also be able to offer a “light” loyalty program to retailers and brands as the wallet passes can act as a loyalty card to offer programs or launch campaigns that can be redeemed and adjudicated through Caddle’s services.
“We have partnered with some of the biggest names in the tech industry and I have been very impressed with the quality of product and level of service of which the team at Caddle has not just architected but executed and delivered to the market,” said Fobi CEO Rob Anson.
“The long list of Canada’s largest Retail and CPG customers simply speaks for itself. The launch of our combined solutions could not be better timed as the digital transformation push has now become front and centre for both brands and retailers and it has been very apparent in the reaction and interest in our early conversations that Retailers and CPG’s are actively looking for the best source and provider of consumer data intelligence and first-party data and I feel Caddle and Fobi collectively deliver that solution together.”
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