Consmr Marks A Digital Evolution For Consumer Goods

We were excited to write about Consmr last week as it is helping define the digital future of CPG products and how people will make in-store purchase decisions. The platform ultimately wants to make product research accessible using its user-reviews and social commentary.

We caught up with founder Ryan Charles to get better insight into the inspiration behind Consmr’s creation, and where he wants to take the community in the future.

Tell us about your background and what you’re working on now.

After graduating from Brown University I spent a few years at a start-up before my love of food led me to Zagat. I was responsible for their iPhone and iPad apps, which became all-time bestsellers. On the business side, I built partnerships with emerging companies like Foursquare and Foodspotting.

I’m now currently working on Consmr, a user review website for grocery and drugstore products. We’ve been characterized as the “Yelp for the grocery store.” Our aim is to help people find the best everyday products through crowd-sourcing and social discovery. Users can broadcast the products they’re using via a check-in and earn badges (flair) for their contributions.

What cultural insights motivated you to develop Consmr?

The recession started a trend where we all became increasingly sensitive to the things we buy. At first it was large purchases then it spread to common transactions.

In the first 15 minutes of my day, I’ve used a dozen consumer packaged goods. Yet the way we share and discover these types of products hasn’t evolved with the digital age. There are obvious places to rate and research things like movies or restaurants, but no go to resource for the products we use all the time. If you purchase a face wash that dries your skin, where can you effectively share that information? When you see all these new organic products at Whole Foods, how do I know which one tastes the best?

I asked myself how we could leverage social networks and user contribution to create a destination for packaged goods. Consmr is the result.

How will your website translate into an app? What mobile technologies will be primary?

It’s only natural that the evolution of our product would include a mobile application. We also want to assist with real-time decisions and real-time feedback, whether it’s in the store or in your home. That’s where our web based forum becomes an instant decision maker. From a technology standpoint, we’ve carefully watched the adoption of mobile technologies. For example, QR codes have seen a slow adoption despite major efforts by companies like Google to support QR. Some technologies like NFC are only available in a handful of devices. We’re still searching for the right mobile technology fit that will be easy to use but also provide a unique interaction.

What trend in or out of your field make you optimistic about the future?

The Wall Street Journal recently ran an article showing an increase in consumer research of food and beverage products online. In some categories like baby products, it’s approaching 50% of consumers. That growth suggests an increasing need for a site like Consmr. As well, sales of smartphones are at an all time high, making it easier to do research when you’re on the go. The advancement of hardware technology in phones will make the input and retrieval of product information easier. That will benefit the interaction we create.

Anything else to add?

Inside everyone is a piece of the puzzle that will help us get to the day when we all make great purchase decisions. It could be sharing the Trader Joe’s Breakfast Coffee that you love so much. Maybe it’s the conditioner that works as well as the salon brands. Or maybe it’s letting us know to avoid that organic frozen entrée. Let’s bring all of those little pieces of information together.

Thanks Ryan!