Response Media
February 3, 2017 7 years ago
(0)I’ve been waiting to see how a brand might take advantage of emerging technologies within retailers. P&G is testing facial recognition software with shelfPoint to determine if a shopper responds positively or negatively to digital shelf ads. This could be one new way to increase CRM membership. Any digital ad should include the URL to sign up for the retailer’s loyalty program or other enabled shopper app integrations for immediate results. Then, brands can track correlation between timing of the consumer’s behavior in-store and their CRM join to see if this tactic works.
What does this mean for the future of advertising? Will the market be ready to accept this tactic? Currently, privacy laws may not allow technology to go as far as actually recognizing someone’s face and matching to a profile, much like the scene in Minority Report when Tom Cruise walks into Gap and the display recognizes his face and offers items he might like to buy based on his purchase history.
I don’t think we’re far off here. This will catch a lot of consumers’ attention right away, and by the results obtained so far, it is already having great feedback. When the newness dies, will it then become white noise again? What about multiple people looking at the display? Only time will tell, but as of now, I am excited to see such great leaps happening in the realm of advertising and consumer targeting.
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