Leo Burnett - Cultural Fuel

More and more manufacturers and retailers are using service solutions enabled by technology. Some examples of in-store digital ad displays and real-time promotions can be found in a recent Business Week article.

One of my favourites: The Israel-based Aroma Espresso Bars.

According to the Business Week article: “When you order a morning coffee at a café owned by Israel-based Aroma Espresso Bars, an image of a croissant may suddenly appear on a digital display next to the cash register. Stop by for a sandwich or salad later in the day, and the display could flash a picture of a suggested beverage. Aroma Espresso says sales of desserts and drinks featured on the screens have increased as much as 68% in outlets where it has installed the display systems, starting about a year ago.”

And here is an example I’ve found in the Retail Customer Experience Magazine:

The SlideBuy Shopper Information System by Frank Mayer & Associates Inc. is a touchscreen placed on existing store shelving. It allows shoppers to inform themselves about the products. By gliding forth and back, product information is directly taken to the shelf without displacing existing products.

Since digital and retail worlds are more and more converging, it won’t take long until well-known social media applications from the Internet arrive in the store. Maybe Aroma Espresso Bar will soon start to display reviews, votings, rankings and recommendations by their customers.

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