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