Discover how Sun Mark, the manufacturer of the Pure Heaven Brand deployed the Sproxil Defender to fight counterfeiting, drive sales, and win back consumer confidence in the brand.
QUICK FACTS
- Sunmark needed a simple, easy to use and effective technology to regain brand trust at the last mile while fixing supply chain inefficiencies
- Defender is now used on about 10 million Pure Heaven products and growing
- Sun Mark in partnership with its local distributor, J.I Ejison turned to Sproxil Defender® and gained revenue growth and regained consumer confidence
OPPORTUNITY
The wines and spirit category is mainly lucrative and fragmented as open market operations are very prevalent in Nigeria. With many loopholes in the supply chain, the proliferation of counterfeits erodes market share for many brands, which often results in consumers dumping these brands as there was no industry standardized way for consumers to validate their products at the point of sale.
Without a platform that allows consumers to ascertain the authenticity of products in real-time before they are purchased, brands lose market share and experience a shrinking revenue in sales, as every counterfeit now bought by the consumer represents revenue loss to businesses.
Recognizing this challenge, J.I. Ejison, the distributor of the Pure Heaven Brand in Nigeria, set out to create an option for consumers to validate their products, which they felt was critical to scaling up their revenue by boosting consumer confidence in the brand.
Now consumers are empowered to know if a product is genuine before making payments while also protecting themselves from the dangerous health implications of consuming adulterated and substandard drinks.
SOLUTION
Sproxil Defender® is a mobile authentication solution for consumers to instantly identify genuine products at the point of purchase within seconds.
- With unique codes on products. Sproxil offers mobile-first verification option consumers to message the code back to Sproxil, using either the Mobile App, USSD, SMS channels
- The service is based on asymmetric encryption, the same technology that powers trillions of dollars in bank transfers and e-commerce worldwide
- Sproxil’s Third Party Investigator maps out loop-holes in the supply chain; discover major hubs and outlets where fakes are sold, and make the information available to brand owners to use the intelligence to close out gaps and engage industry regulators
- Avoid potential brand damage, and support consumers to get their product questions answered, and also use feedback channels for value co-creation
OUTCOME
Fast-growing consumer confidence:
Increase in consumers checking their drinks before consumption, signifying consumer preference in mobile authentication service.
Transparency & Fraud Protection:
Over 3,000 fakes were spotted within the first year of deployment of the Sproxil Defender solution, with locations of corner liquor stores and retail outlets where those fakes were sold also identified for further investigations and enforcements
Fraud Protection:
One-Stop Visibility Using transaction information, Pure Heaven was able to log in to the Sproxil portal to view data analytics from the consumer verification to make more informed marketing decision around average shelf life, repeat buyers, and time and day of the week when consumer interaction with brand was highest
