July 31, 2009, 12:00 AM

Shopper Marketing

(Page 2 of 2)

Another vendor, InStore Broad­casting Network, expects in the fourth quarter to pilot with a dairy product manufacturer and a grocery store chain interactive 15-inch touchscreens that will be attached to dairy product shelves in stores. The screens will display video and other content delivered primarily via satellite but controlled remotely through a web-enabled interface.

Shoppers can tap the screens to view product videos and information or search a storewide database to compare products. They’ll be able to get coupons by swiping a loyalty card on a scanner built into the screen, which instantly transmits a message to a back-end database so the discount is automatically applied when the shopper presents the loyalty card at checkout.

When someone is not interacting with the screen, it will play a continuous loop of content and educational material and advertisements, says John Morgan, vice president, research and shopper insights, at IBN.

Rich-content shopper marketing is one more illustration of how the Internet is changing retail, even in stores. According to Deloitte’s report, “As digital breaks outside of the PC, we expect to see the same systems we use to manage web campaigns (third-party ad servers and content management systems, for example) extend their reach.”


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