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Sunday, August 24, 2008

Tag Driven Screen Messages

Eric Athas writes about tag driven messaging being tested by Metro Extra in Germany and beyond in collaboration with P&G. The basic idea is simple, and fairly old. If a consumer approaches or touches a product, a display near the product changes to pitch the product or a related offering.

This does not have to be tag based, something as simple as a motion sensor has been tested in the past. An example of this was in operation with Shampoos in 2003 when we visited Metro's Extra 'future store'. (see picture) It was quite effective. This test takes it beyond the public future store. There is an inherent spookiness in such systems, and their copy and sensitivity has to be carefully designed. Mentioned in the WSJ, link in article.

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