We created Biscuit – the very first customer loyalty program for canines. After all, who’s more loyal than a dog?

Biscuit is built around a small smart device attached on the dog’s collar. It utilizes RFID technology to provide dogs a tailored, five star in-store experience, based on their individual data.

Biscuit is built around a small smart device that utilizes RFID technology to provide dogs a tailored, five star in-store experience, based on their individual data. It creates and recognizes individual dog data, from their name and birthday, all the way to their favorite treat and shopping history.

The smart device is attached on the dog’s collar. a dog wearing a Biscuit walks into a store, RFID sensors recognize the device, allowing the staff to give their four-legged customer personalized service. The customer gets bonus points for the time spent inside a Musti & Mirri store. Biscuit also provides tailored offers based on the customer’s shopping history.

Biscuit was introduced with a flashy dogs-only VIP Gala Dinner Event, on World Animal Day, October 4th. We scouted and contacted all Finnish dog influencers on social media, and invited them to the event to celebrate the new loyalty program.

Musti and Mirri was awarded for the best customer experience in Finland in 2017 by Data & Marketing Association of Finland. We got more people to visit the store with their dogs and the average size of the shopping basket of Musti and Mirri customers grew remarkably. The owners of the dogs wearing Smart Biscuits spent on average 18,7 % more money when visiting the store. Media also fell in love with the World’s first loyalty program for dogs and Musti Group’s Smart Biscuit got media coverage in more than 30 countries.

All dog food brands and stores claim they're there for dogs. When in fact they’re targeting their communication towards humans. It was time to turn the tables around.

Musti & Mirri is constantly exploring new possibilities and innovations to satisfy customer needs in their retail stores. It’s an inevitable fact, that e-commerce has an advantage over brick and mortar, due to more efficient use of data. That’s why we wanted to bring the best online practices to the physical world – bring data to brick and mortar. In addition, Musti & Mirri found in their study, that when humans visit the stores with their pets, they spend more money.

So, all we needed to figure out was how to give them a reason to bring the actual customers – the dogs – to the store.