Context Marketing: It’s 10 PM – Do You Know Where Your Customers Are?It’s late and your next customer is in an unfamiliar city, searching for an emergency bottle of cough medicine to quell the symptoms of a cold contracted from her fellow airline passengers.
As the customer picks up one after another of the bewildering array of product choices, she struggles to make sense of the ingredients listed in the fine print on the packaging. That’s when the new generation of retail marketers employ real-world contextualized offers to help her make a selection.
3D sensors located overhead register her gestures and trigger a program on a display tablet mounted nearby. Do you have this kind of a cough or that? Are you experiencing this symptom or the other? The program offers the customer a recommendation along with an offer for the best-choice formula, whether it’s the national-brand product or its store-brand competitor.
The customer makes her choice and tosses the product into her cart. Thanks to 3D sensors capable of tracking real-world conversions, there’s no need for her to present a coupon at the cash register. The price for the product is automatically adjusted based on both its shelf location and that telling toss into the cart.
All of this is made possible by the next-generation of sensors recently showcased at the 2013 Consumer Electronics Show in Las Vegas. Best known for integration with gaming consoles like Kinect for Microsoft Xbox 360, these increasingly sensitive devices are opening up a world of new possibilities for real-world context marketing by registering a person’s location and gestures without ever revealing their identity.
But wait, there’s more!
When the buyer is an opt-in member of the customer loyalty program and has granted the retailer permission to identify her, 3D sensors combined with mobile GPS data allow context marketing programs to recognize her as soon as she enters the store. Now, location data married with demographic and purchase history raises the contextualized shopping experience to a whole new level.
With the aid of advanced analytics running in real-time, the context marketing program recognizes the customer, a weary road warrior away from home, and adapts its offers accordingly. Instead of presenting an offer for economy-sized products, the program presents her with suggestions for travel-sized tissues and TSA-compliant bottles of hand-sanitizer.
Now when she arrives at the cash register with cold remedies in her cart, she has a few additional items prompted by offers based on her past purchase history. Along with cough medicine and tissues, she has the latest paperback release by a favorite author and a bag of candies –because as everyone knows, the best cure for a cold is bed rest with a good book and a side of chocolate.**
Learn more about shopper analytics for the retail industry from these sources:
- The Wall Street Journal: The Brave New World of Shopper-Tracking Technology [Video]
- How Walmart and Heineken Will Use Shopperception to Put Your In-store Experience in Context
**I am not a doctor nor do I play one on television. But I am a marketer who loves the possibilities of contextualized offers. What other real-world context marketing scenarios can you envision using the latest in 3D sensors and real-time analytics?
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