In 2003, on the back of a napkin, I sketched out an in-store marketing initiative that would allow big brands to target customers  one-on-one.  I envisioned using home security technology and a laser grid to divvy up a retail store into ‘sections’  or aisles.  Depending where you were in the store, I could show targeted advertising on customized shopping cart screens.  So if you were in the toothpaste aisle, you would receive  advertising and coupons from a company that promotes dental hygiene products.   I imagined Coke and Pepsi would line up and pay big bucks for the right to advertise in the beverage aisle on my shopping cart screens 😉  Now, after 10 years, I’m finally taking my MBA to pursue working on a retail in-store marketing system.  But times have changed.

        Fast Forward to 2013.  We now have e-coupons, QR Codes, GPS, wireless networks, Bluetooth technology   and most importantly,  in-store apps that are linked to store customer reward programs.

With all the new technologies and cutting edge initiatives of the point of purchase industry, there is a race towards captivating the in-store mobile consumer.

Here is a great article about the the emergence of smartphone shoppers and how they use their phones while in a physical store.  It seeks to uncover the role and opportunities for mobile in the shopping experience.  smartphone shoppers use their phones while in a physical store