Nutella tests out voice commerce with first sampling push in the US - Digiday

Nutella-maker Ferrero is trying out voice commerce. The advertiser is one of the first in the U.S. to use the "send me a sample" application, which delivers a free sample-sized jar of its Nutella chocolate hazelnut spread to people who have it installed in either their Amazon or Google voice assistants. Whenever someone repeats the "send a sample" phrase followed by the name of the brand, an order is made by the app, which pulls delivery information either from the Amazon or Google account linked to the voice assistant. Diageo used the app in the U.K., last year, and whereas Diageo was experimenting with calls to action and aspects of sonic branding, Nutella wants to use the intel to gauge whether voice could be the commerce driver it anticipates. Should enough deliveries come via the app -- Diageo's trial had more than 6,000 requests in its first week -- then Nutella will explore other options, said Ferrero's head of e-commerce in the U.S. Rachel Tetreault, who said voice search could be something it looks into later this year.