As a piece on Forbes.com points out, marketers are directing a greater amount of dollars to in-store advertising vehicles in an effort to more effectively influence consumer purchasing patterns. What isn't clear with the increasing variety of in-store vehicles available is what is most effective in actually achieving the goal set by brands and retailers alike.
The article's authors, Marc E. Babej and Tim Pollak, partners at the marketing strategy consulting firm of Reason Inc., provided a laundry list of the various forms of in-store advertising including shelf talkers, in-store radio, video, signage on shopping carts, etc.
According to the authors, many see shopping carts as being the vehicle in the best position to motivate consumers to make purchases. They referenced a recent visit to the In-Store Marketing Expo and the wide array of carts making use of video for this purpose. While a number of the "video-enhanced" systems have been tested, cost has been one of the factors limiting the expanded use of the technology.
One company, according to Messrs. Babej and Pollak, has developed a middle-of-the-road tech approach that makes it more dynamic than static signage in carts without the expense associated with video-based systems.
Modstream Inc. has introduced a text-based system that delivers messages to a screen encased in a hard plastic case positioned where the cart's handle would normally go. The system is currently in use in Home Depot stores in eight states.
Doug Chertok, CEO of Modstream Inc., believes the texting approach already has an audience familiar and comfortable with the communication form and the low-cost structure is ideal for retail. "Google has proven the efficacy of delivering simple but relevant text-based ads to people while they are shopping," he said.
The authors are not ready to predict success for Modstream or another company. They conclude: "For marketers, the opportunity to communicate with shoppers dynamically--between their hands, while they're shopping--is too good to resist. And for margin-stressed retailers, becoming purveyors of valuable new media space could be a profitable new frontier."
Discussion Questions: Do you see shopping carts as valuable media space? Where do you see the best opportunities in terms of use of technology for retailers and marketers to influence consumer purchases with shopping carts? What are your thoughts on the potential of cart text messaging system briefly described in the Forbes.com piece?