Could retailers have an in-store cookie?
Find out how top retailers are using technology to bridge the gap between online and in-store technology at the Digiday Retail Summit in Deer Vally, Utah, from July 27-29.
Digital retailers have long relied on tracking consumers’ movements online, and using that data to target their advertising. Now, retailers may be able to use digital technology to track users’ in-store movements without asking consumers to opt-in via a pesky QR code or in-store app.
Retailers are already using sensor-based technology, like beacons, to provide deals to consumers. But according to IPG Media Lab’s Jack Pollock, they can also use sensors “to get a micro-level understanding of foot traffic and in-store behavior.”
Beyond wifi-sensing or Bluetooth-sensing, Pollock said that the IPG Media Lab, which tests new technologies for clients, has motion-sensing technologies — like Kinect cameras, which sense and register movements or motion-sensing using RFID tags that can measure consumer interaction at shelves — that are being tested.
“We equate this to browser cookies in the real world,” Pollock said. “We can now record if someone’s interacted or picked up a product off the shelf; time spent with that product; all of these metrics that we have online, brought offline.”
Companies like Perch Interactive are coupling that sensing technology with projectors to trigger media based on what people are picking up. It’s a whole new level of analytic, measuring product interaction at the shelf. Indeed, Perch’s technology is currently being used by Kate Spade, Kiehl’s and Cole Haan.
“It can be primarily used to optimize or plan around the layout of the store,” Pollock said. “Or it can be used to effect in-store digital signage to deliver more information at shelves, based on what people are interested in.”
In this video, for example, consumers pick up shoes from a display counter and are then given more information about them: details, photos, reviews, available sizes, etc. Not only does this give the consumer more information but also provides the retailer with information of what a consumer is interested in.
What’s more, the technology can also provide additional branded content surrounding the items. For example, this video from Perch shows consumers at Kate Spade’s New York store picking up items and then showcasing “destination-inspired products, travel and style tips.”
These technologies — in-motion sensors or shelf sensors — don’t require anything of the shopper other than natural behavior in the store. The retailer gets data from understanding how people interact with the shelf; the marketer can tailor messages based on what people are picking up at the shelf to in-store display
“You can walk into a store and have no technology on [you] and still have tailored and interesting experience in the store,” Pollock said. “In general it’s a chance to connect offline and online data, and people getting granular on foot traffic with the same sort of precision you get when optimizing and analyzing an ecommerce site for instance.”
This article was written by Josh Sternberg, senior editor for the Digiday Content Studio.
Member ExclusiveCase Study: Vice Media Group on the ‘urgent need to reclaim brand safety’
A keyword blocking strategy at Vice inappropriately determined some articles to be unsafe, according to findings by Vice and Oracle Data Cloud.
“The bigger brands want the traffic”: Marketers still aren’t wowed by Instagram Checkout
In some cases, brands miss out on valuable customer data, such as email addresses, when they use Checkout.
‘What got us here won’t get us there’: Agencies experiment with promotional structures to cultivate talent
As people become accustomed to coping with the fallout from the pandemic, they're bolder about requesting flexibility.
SponsoredPeople-based identifiers are driving personalized customer experiences
Marketing teams are now well into 2021, and third-party cookies along with mobile ad IDs are officially on notice, which has implications for all marketers. Soon, cookie- and device-based targeting, frequency capping, measurement and attribution will break. Evolving privacy regulations and policy changes from browsers and device makers have sparked many proposed solutions to replace […]
Businesses grapple to maintain company culture for their distributed workforces
The move to remote working has made it more difficult to promote company culture and remind staffers what the organization stands for.
Member ExclusiveMarketing Briefing: One year into the pandemic, 4 ways work will remain changed for marketers and agency execs
A new push for flexibility isn’t likely to go away despite hope for a return to some sense of normalcy as the vaccine rollout ramps up.