Mondelez plans ‘sensory shelving’

MondelezPic46_460Mondelez International is planning to adopt “sensory shelving”, hooked up to Microsoft’s Kinect controller, which will enable the snack foods giant to build profiles of customers who shop for its brands.
The company, whose brand portfolio includes the likes of Chips Ahoy, Nabisco, Oreo, Trident, Toblerone, Halls, and Ritz, says it plans to debut the scheme in 2015. It comes equipped with sensors to determine the age and gender of browsing shoppers.
According to the company’s chief information officer, Mark Dajani, the programme will help it build a more accurate understanding of what its consumers like to buy and help funnel more of the desired products to the right shoppers.
Using aggregated demographic data from shoppers, it is also hoped the new technology will help to convince people who are undecided about what to buy to make an impulse purchase by using well-timed in-store commercials or coupons when the embedded weight sensor learns they have picked up an item.
Speaking to the Wall Street Journal, Dajani said: “When people walk by, it’s a missed opportunity. We must know how the consumer behaves in the store. Knowing that a consumer is showing interest in the product gives us the opportunity to engage with them in real-time.”

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2 Comments on "Mondelez plans ‘sensory shelving’"

  1. Mondelez to pilot ‘sensory shelving’ to build shopping profiles of its customers http://t.co/Dg9shGBWpx #digitalmarketing #directmarketing

  2. Mondelez to pilot ‘sensory shelving’ to build shopping profiles of its customers http://t.co/urqSvLngXU

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