Adweek announced their list of top media and marketing innovations of 2008. No list such as this could be complete without a mention of shopper marketing.
“Sponsor in Aisle Five!
Shopper marketing may never be the same. Wal-Mart, the largest U.S. retailer, this year led the way with the rollout of its in-store digital network, the Wal-Mart Smart Network. Powered by Internet Protocol Television, content, ads and merchandising can be monitored and controlled down to a single screen. Even as scores of video networks pop up, this represents a new paradigm, offering a level of precision targeting never before seen. Instead of relying on shelf-talkers and end-of-aisle displays to promote products, the Wal-Mart net creates a dynamic, interactive dialogue between marketer and consumer. (While utilizing the latest technology, the network also is a real throwback in terms of customer service, taking shoppers back to a time when the store clerk knew every item and could help the customer make informed decisions on the spot.) Operated by Premier Retail Networks, the network is the result of two years and $10 million in research aimed at the optimal content and placement of screens for engaging consumers at the point-of-purchase. Up and running in 300 stores in time for the holiday season, Wal-Mart anticipates chain-wide deployment (2,700 U.S. outposts) by early 2010.” -Katy Bachman
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2 Comments
How can technology take over from a human?
I think moving in this direction would contribute to Wal-Mart loosing the personal communication between consumer and store staff. Not everyone likes touch screen; some still prefer a face-to-face interaction. How can a computer read emotions and up-sell?
However, the flip side is that screens are a great use of technology, but work best as an additional tool rather than a replacement.
Replacing 3D in-store theatre of human interaction will have an adverse affect on a high number of shoppers.
One of the big benefits of the ‘brick-and-mortar’ store is, of course, the interactivity of the human experience. No one can deny that. Yet, using technology to provide the consumer with a wealth of product or service information is very appealing to today’s highly evolved, highly informed consumer. The power of the internet, with its ability to provide detailed data on prospective purchases, has only enhanced consumer appetites for better decision making tools. Bringing this same level of information gathering ability to the stores via these technologically advancements helps to fill this need.