Case Study: Allerpet

Pet Allergy Product Boosts Communication with Consumers

Many people consider their dogs and cats to be an extension of their families, and love them despite the sneezing, itchy eyes and runny noses associated with allergies to pet dander. Because of this love, many allergy sufferers refuse to give up their pets, even on the advice of an allergist. That’s where Allerpet comes in. The company makes non-toxic solutions—applied to pet fur with a damp cloth—that remove animal dander and other allergens that hitchhike in with pets, making it possible for owners to live comfortably with their furry friends.

Allerpet discovered that today’s sophisticated shoppers increasingly want additional information before making a decision, and in the case of pet owners, even more so, because of the emotional connection between pet owners and their animals. In an effort to deliver more detailed and easy-to-access content, Allerpet turned to Digimarc Barcode, which is an imperceptible barcode that repeats throughout the entire product package, allowing consumers to scan the bottle—even from significant distances and odd angles—to easily access web content, additional product ingredients, plus tips on allergen reduction and other time sensitive or seasonal information.

"By integrating Digimarc Barcode into our product packaging, we’re able to provide our customers with the information they want right at their fingertips."- John Fry, Vice President of Sales and Marketing, Allerpet

Gaining an Exclusive Brand-to-Consumer Channel

Unlike UPC barcodes and QR codes, Digimarc Barcode can be incorporated into Allerpet’s product packaging without competing with branded graphics, marketing messages and regulatory information. Yet even more importantly, Digimarc Barcodes allow consumers to engage with Allerpet in a direct and mutually-beneficial manner; by scanning an Allerpet bottle in-aisle or at home, consumers can access the content and information they want, while Allerpet gains an exclusive channel where they can speak to their customers and increase brand loyalty.

“By integrating Digimarc Barcode into our product packaging, we’re able to provide our customers with the information they want right at their fingertips,” said John Fry, Allerpet’s Vice President of Sales and Marketing. “Easy and effective communication of information between brands and consumers is more important than ever before, which is precisely why we’ve partnered with Digimarc.”

Content Where Pet Owners Want It

Using the Digimarc Discover® smartphone app, which is free to download from iTunes and Google Play, customers can scan their Allerpet bottles in the aisle, at the point of purchase or during use at home. Allerpet products with Digimarc Barcode-enhanced labeling are currently available in veterinarian clinics and pet stores.

And because an enhanced bottle becomes a 24/7 networked package, both the customer and Allerpet can have an ongoing “conversation” that leads to more loyalty on the customer side, and more bandwidth for branding on the company side.

“We applaud Allerpet for providing pet owners with more meaningful points of engagement. With a link to additional product information, shoppers can make the right choice for their particular pet and pet owner situation. It’s a compelling way to increase brand loyalty and create an ongoing dialogue between Allerpet and its customers,” said Larry Logan, CMO at Digimarc.

Learn more about Allerpet by watching a video showcasing Allerpet's Digimarc Barcode-enhanced packaging.