“It’s important to note that the pilot is an opportunity for us to learn how the technology is working and optimize the technology,” said Chief Administrative Officer Ashley Gould. That said, the Report portal is not limited to Houston residents - anyone who confiscates a Juul can report it through the portal and trigger an investigation.
The company wants to learn more about how people use the portal and test the program in action before widening the campaign around Track & Trace.
Of note: The ad campaign is geofenced to never be shown in or around a school, hopefully keeping the program a secret from young people illegally using Juul. Juul isn’t yet widely publicizing Track & Trace (thus, the “Pilot” status), but it is focusing on Houston as a testing ground with banner ads targeted at older individuals (parents, teachers, etc.) pointing them to the portal. To be clear, Track & Trace only tracks and traces the devices themselves, and does not use personal data about customers. It may also enhance its secret shopper program around a certain store or distributor where it sees there may be a spike in sale/distribution, to youth to identify the source of the problem. Juul will then take next steps in investigating, such as talking to a store manager about the issue.
In others, it may be a case of social sourcing, where someone over 21 years of age buys several devices and pods to then sell to minors. In some cases, it may be an issue with a certain retail store knowingly selling to minors. Each time a device is input in the Track & Trace system, Juul will open an investigation to understand how that minor wound up with that device. With Track & Trace, Juul is calling upon parents, teachers and law enforcement officials to come to the Juul Report web portal when they confiscate a device from a minor and input the serial number. However, it wasn’t until recently that Juul had the capability to track those serial numbers through every step of the process, from manufacture to distribution to retail to sale. Juul vaporizers all have a serial number down at the bottom, by the Juul logo. Juul Labs is today launching a pilot for its new Track & Trace program, which is meant to use data to identify exactly how Juul devices wind up in the hands of minors.
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