CINCINATTI: Procter & Gamble and Dunkin' Donuts are trialling separate programs that target instore communications at shoppers, based on the products they have bought or picked from the shelf.
Working in conjunction with G2 Interactive, part of the WPP Group, P&G is tagging goods with radio-frequency devices in an outlet of German retail chain Metro Extra.
When customers take a product from the shelf, an eye-level digital screen displays a related message, such as recommending a conditioner that works well with a particular brand of shampoo.Dunkin' Donuts is trying out a system devised by YCDMultimedia in two outlets in Buffalo, New York, that tailors ads on its cash registers and counters based on customers' purchases. For example, the promotion of a breakfast sandwich to go with an early-morning coffee.
However, Andy Murray, ceo of in-store agency Saatchi & Saatchi X, said he was "a skeptic on technology in the shopping environment", arguing screens need to be used to engage consumers, not simply to try to sell them products.
Data sourced from Wall Street Journal Online; additional content by WARC staff