dacadoo’s GBS™ is changing the way retailers engage with customers by moving beyond generic product recommendations. Traditionally, shoppers might receive an offer for pasta sauce after buying pasta. While functional, this approach often misses a key opportunity: guiding customers towards healthier choices.
With a GBS™-powered system, a customer with several unhealthy items in their basket could receive a real-time, data-driven suggestion: “Your basket score could improve by 12% if you add a bag of apples or a leafy green salad.”
The recommendation can also highlight the nutritional benefit, such as fibre or vitamins.
This method not only increases the average basket value but also positions the retailer as a caring partner in the purchasing journey. It is upselling with purpose, turning routine transactions into trust-building interactions centred on customer well-being.
Data monetisation and segment-level targeting
Another major advantage of GBS™ is its ability to monetise customer insights. Retailers can use the data for internal marketing strategies, but the real value lies in offering brands access to health-focused consumer segments.
GBS™ allows retailers to go beyond basic demographics, creating segments like “The Nutrition Novice” or “The Whole Foods Buyer.” These labels represent more than just categories—they reveal consumer intent and health behaviour.
Wellness brands—from vitamin and supplement makers to health food startups and fitness services—seek precise ways to engage health-conscious consumers. Through GBS™, retailers control access to these premium audiences, offering targeted advertising, co-branded campaigns, or digital promotions.
In essence, GBS™ transforms nutrition insights into a revenue stream. Brands pay to connect with customers who actively prioritise healthier choices, meaning retailers don’t just sell products—they sell access to a valuable, health-focused audience.
Partnerships from retail to health ecosystems
GBS™ enables retailers to position themselves as integral players in the wider health and wellness ecosystem.
This opens doors for cross-industry collaborations. For example, a retailer could partner with a health insurer to offer members discounts or rewards for maintaining a high GBS™.
Insurers benefit from healthier members and lower long-term costs, while retailers gain a loyal and highly engaged customer base.
Retailers can also collaborate with fitness apps, telehealth providers, or pharmaceutical companies. GBS™ could underpin challenges such as “Improve your health in 90 days,” with rewards from multiple brands.
This creates a seamless wellness journey for customers and positions retailers as central figures in their health network.
By leveraging GBS™, retailers move beyond traditional roles and establish a differentiated, defensible position in the market.
Full circle engagement and monetisation
The true potential of GBS™ emerges when combined with dacadoo’s broader ecosystem. The dacadoo Digital Health Engagement Platform (DHEP) integrates nutrition data with metrics on physical activity, sleep, and mental well-being.
This unified approach gives retailers a 360-degree view of customer health. High GBS™ scores can be correlated with increased activity levels or better sleep, providing deeper insights into consumer behaviour and shopping patterns.
With this comprehensive dataset, retailers can recommend healthier food items while simultaneously promoting related wellness products, such as running shoes or fitness classes.
Through a single API-driven platform, GBS™ becomes a full-circle engagement and revenue engine, connecting all aspects of a customer’s wellness journey.
Using GBS™ as a strategic asset
GBS™ is far more than a metric; it is a strategic tool that bridges loyalty programmes, the wellness market, and personalised retail experiences.
By shifting the focus from purely transactional interactions to transformative, health-oriented engagements, retailers can unlock significant commercial value. GBS™ offers a future-proof solution to differentiate in the crowded retail landscape.
dacadoo’s approach demonstrates that integrating health insights with commerce is not just possible—it is a pathway to smarter, healthier, and more profitable retail.
Read the full blog from dacadoo here.
Read the daily FinTech news
Copyright © 2025 FinTech Global
