Microsoft and MediaCart will test out technology that knows where your cart is in the store. A nine month pilot in several mid-atlantic states will offer point of purchase ads via on-cart monitors based on location and past purchase behavior (via loyalty card info).
The system uses location technology to identify where the cart is in the store. It then directs 7- to 15-second ads and product offers to consumers based on items nearby. Nabisco, for instance, could target shoppers in the bakery aisle with an ad and coupon for Oreo cookies.
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AdWeek
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What the heck are they thinking? They have an opportunity right there under their nose -- and this is how it's used. That's not practical or even remotely improves shopper and shop efficiency -- it undermines it.
It's funny to me -- because it's relatively obvious why it went in this direction. Ad revenue over the fact that any supermarket chain and user would save time and money overall which would have an even more dramatic effect on the business's bottom-line -- but instead, they went the route of leveraging the easy-buck.
Man, that's frustrating to see.
It is possible (and likely) that the ad revenue project is only one initiative among many to increase revenue or lower costs. It is also possible that the company has already cut costs as much as it can or wants to, without damaging staff or customer experience.
A little risk-taking and innovation is a good thing. Let's not encourage companies to always or only look for ways to squeeze another nickel out of staff productivity or supplier margins.