Attain is a permissioned-commerce data platform that powers real-time purchase measurement and outcome signals for brands. In September, it purchased an app called Merryfield, which enables shoppers to accumulate rewards when they buy healthy products.
Actress Zooey Deschanel, best known for the TV series “New Girl” (2011-2018) was a Merryfield co-founder and chief creative officer in June 2021. The acquisition of Merryfield gives Attain a strong foothold among consumers, with a median income of $110k.
Attain CEO Brian Mandelbaum sat down with StreetFight to go deeper into how Merryfield benefits retailers, brands, and consumers.
How will Attain’s acquisition of Merryfield support its business?
It expands our data capabilities and pool of affluent consumers. Merryfield, originally launched by Zooey Deschanel, has established a strong foothold among upscale, health-conscious consumers through its partnerships with better-for-you CPG brands. We can tap into Merryfield’s well-developed relationships with these premium brands and its loyal customer base.
How could Attain help Merryfield conduct hyperlocal marketing for itself and its products?
Attain’s resources could allow Merryfield to implement more hyperlocal marketing strategies, targeting consumers with localized offers based on regional preferences and shopping behaviors. For example, geo-targeted campaigns can drive local engagement by offering region-specific and retailer-specific promotions for products that resonate more in certain areas.
What opportunities were you seeing in the wellness (“healthy-for-you”) product space?
There is a growing demand for better-for-you products—whether that’s clean ingredients, brand transparency, or sustainability. There is also a huge opportunity for education in the space. Consumers are increasingly confused around marketing claims, and there is little regulation around claims brands can make. At Attain, we recognized that while there’s a lot of interest in the better-for-you space, finding products that truly live up to those standards can be a challenge for shoppers. We created a tool that curates a group of like-minded brands that consumers can turn to and trust and get rewarded for purchasing. Merryfield also allows consumers to filter by values that they care about – such as USDA Organic, Non-GMO Project Verified – has filled a need for both consumers and brands.
What kinds of trends are you seeing with products in this space?
Consumer demand for clean ingredients and transparency in both food and personal care. We also see brands looking to add and market probiotics and prebiotics in their products. We’ve seen a growing number of consumers looking to educate themselves on products rich in probiotics and prebiotics to support digestion, boost immunity, and enhance overall well-being.
Consumers are also looking for everyday foods and beverages that offer added benefits, like mood-boosting adaptogens, stress-reducing herbs, or ingredients supporting immune health and energy – ingredients like reishi, ashwagandha, nootropics, CBD shoppers are likewise prioritizing products that reflect environmental sustainability, ethical sourcing, and reduced carbon footprints. This includes plant-based alternatives, upcycled ingredients, and packaging innovations like biodegradable or reusable materials, catering to eco-conscious consumers.
Can you break down insights regionally? Consumers in which parts of the country are more likely to buy Bob’s Red Mill, say, or Stonyfield Farm products?
Merryfield analyzes purchasing patterns across our user base, and while we have shoppers in all 50 states, the majority are concentrated on the East and West Coasts. Some of our brands have stronger distribution in specific regions, and we observe sales patterns that reflect this. That said, Merryfield fosters a like-minded community of users who are eager to learn about and be rewarded for buying all of our brands that prioritize key attributes like USDA Organic, Non-GMO Project Verified, gluten-free, and regenerative practices. Our community shares a commitment to healthier choices and clean ingredients.
Which retailers are most supported by the Merryfield app?
Merryfield is a retailer-agnostic platform, meaning our users get rewarded anywhere they shop by simply scanning their paper receipt. While our consumers frequently shop natural + organic stores, including Whole Foods Market + Sprouts, they also are shopping at Target, Walmart + major grocery chains like Kroger + Club stores like Costco. Merryfield also offers direct loyalty account login at large grocery and digital channels including Kroger, Amazon, Walmart and Target. This feature allows users to submit receipts without scanning them physically.
What’s the most intriguing thing that the app does in your opinion?
It not only rewards consumers for making healthier choices but also brings together like-minded, purpose-driven brands committed to improving the food system with better ingredients and higher standards. By curating these trusted brands, the app helps brands get discovered while allowing users to shop confidently, knowing their choices align with their wellness values (and get rewarded in the process). It’s a simple but powerful way to incentivize cleaner, more mindful shopping, making it easier for people to align their everyday purchases with their values.
How do customers accumulate and redeem loyalty rewards for these products?
By simply scanning receipts of participating products. You’ll earn points for purchasing products from our participating better-for-you brands. Every brand on the Merryfield app will offer varying levels of Everyday Rewards. You can also earn larger sums of points by purchasing “specific products” for which there is an active “Special Offer.” Recently, Merryfield added rewards for fresh produce. These points can then be converted to dollars and redeemed for gift cards or donations to charitable causes. This simple, user-friendly model encourages continuous engagement.
