Microsoft Takes ‘Local’ Targeting into Stores

MediaCart listI can imagine two possible consumer reactions to MediaCart, a smart shopping cart that offers video displays, personalized services and targeted advertising to shoppers in retail stores: amazement or horror.

Microsoft has teamed up with MediaCart to offer in-store ad targeting that is both behavioral and takes the concept of “location-based services” to the store aisles using RFID tags. Here’s the press release. The first rollout will be in selected ShopRite grocery stores, which are concentrated on the US East Coast.

According to the release:

By using Microsoft technologies, the MediaCart solution will enable anonymous ad targeting through data obtained through ShopRite’s customer loyalty card program. A shopper would scan his or her card at the MediaCart, and receive ads and promotional offers based on past purchases and/or saved shopping lists that could be uploaded from a home PC. No personally identifiable information will be shared with Microsoft, MediaCart or any advertiser as part of the ad serving process. The technology will also provide advertisers with reporting and analytics capabilities to assess performance of the ads in the stores.

In addition to the advertising shoppers will receive, they will also be able to save time and money with MediaCart-equipped shopping carts by obtaining electronic coupons, locating products in the store, performing comparative price checks, viewing store specials in aisle as they shop, viewing recipes and nutritional information, shopping using an electronic shopping list that is presented in aisle order, totaling the cost of the items in their baskets before checkout, and expediting the checkout using the cart-level checkout feature. This enhanced shopping experience helps differentiate ShopRite in the marketplace and drives brand and customer loyalty.

The rest of this post is at SEL.


2 Responses to “Microsoft Takes ‘Local’ Targeting into Stores”

  1. SoniaC Says:

    No matter how cool the technology is, this just feels wrong…

  2. Greg Sterling Says:

    Hence the horror reference.

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