Sorenson Genomics engaged the Retail Smarter team to transform its online DNA paternity test business into a consumer product fit for the retail shelf under a new brand name: Identigene. We created an innovative pricing model and made-for-retail consumer package. We also developed the go-to-market strategy and retailer presentations, then led the meetings with retailers. Long before 23andMe and other genetic tests came to market, Identigene became the first-ever DNA test available at CVS, Rite Aid, Walgreens, and Walmart.
After a successful launch, we continued to drive consumer marketing and retail expansion. A new website, digital marketing, traditional media, and even a celebrity spokesperson led to double-digit growth and distribution at more than 25,000 U.S. retail locations just 3 years after launch.
Retail Smarter continued to support Identigene growing the business to more than 5x its original volume until Identigene was acquired by HomeDNA for a multiple.