Grocer Wakefern wants to roll out MediaCart’s computerised shopping trolleys in its ShopRite stores after completing a nine-month pilot. Further trials are expected to begin in the second half of 2008.
ShopRite is aiming for customers to be able to scan their loyalty cards on their trolley’s computer to receive ads and offers based on past purchases as they shop.
Guided selling technology will also allow customers to locate products in stores, view special offers by aisle, and use an electronic shopping list presented in aisle order. The trolley’s scanner will add up the cost of items and speed up the checkout process.
MediaCart is working with Microsoft’s Atlas division to provide video ads for the trolleys. Although shoppers’ personal data will not be shared, the system will provide advertisers with reporting to assess the performance of their ads in stores.
Guided selling was also on display at NRF with Microsoft’s Surface Computer, which features a touch-screen table top.
In the US, T-Mobile has already signed up to explore ways of using the Surface Computer in its stores. An application developed for the retailer was on display at NRF.
Customers can bring up details of particular phone models simply by placing a display model of the phone on the computer’s surface. When multiple phones are placed on the computer, it compares the different models. The application then allows customers to select an airtime plan and any other additional services they require as part of their contract.
The computer also allows existing customers to bring their phone into a store and buy additional services or content – such as new ringtones – by placing their phone on its surface.
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