News: Google Completes the Purchasing Journey by Going In-Store

News: Google Completes the Purchasing Journey by Going In-Store

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Coco Cola In Display Store Systems

Is instore about to get a facelift?. Coca-Cola has launched in-store display systems that show personalised messages to approaching shoppers, based on data on their smartphones Powered by Google Cloud technologies and works on any HDMI-ready display , this new digital sales aid serves as grocery store aisle “end caps”, restaurant menu boards, and even interactive cinema posters, And can be used to deliver personalised and custom branded video, messages and e-coupons to shoppers.

In-store sales shaken up by Coca-Cola’s personalised displays using Google AI

Coca Cola personalised sales

Advertising is served by DoubleClick’s ad-serving software which is familiar to many of those in the web marketing sphere. It’s anticipated that this new sales aid will be used to deliver a range of materials from brand campaigns to store-specific promotional offers, or even app-guided shopping lists, in a move that is widely expected to revitalise the point of sale market.

Integration with other instore retail systems lets the same approach deliver inventory and sales data, creating both messaging that is more valuable to the shopper, and feeds back insights to the store, creating a win - win in the retail sector.

Greg Chambers, global group director of digital innovation at Coca-Cola, said: “We kicked off a rapid iteration process in the spring of 2015 and had our first prototype that fall,” Chambers said during a presentation at the Google Cloud Next conference in San Francisco.

Proximity technology leverages built-in smartphone features and Google’s Eddystone wireless beacon technology, allowing a store to receive and interpret a nearby user’s preferences and habits to deliver contextually relevant content in real time.

Coca Cola personalised sales

“We can understand who the consumer is and get the right content and messaging to him or her at the right time,” Chambers said. “We’re using the power of the cloud to bring a real-time, media-rich experience to shoppers in the store.”

A 250-store pilot with the Albertsons grocery chain delivered a one-month return on investment. “We also significantly increased category lift,” Chambers said, “which means not only did the end-caps help sell more Coca-Cola products… everything else on the carbonated soft drink aisle, too.”

Given the scale of Google’s marketing clout and technology development, this should be treated as a play for the final step in the shopper’s journey. “In-store marketing is finally ready for the digital revolution”, explains Danny Meadows-Klue, Chief Executive of Digital Strategy Consulting. “On the laptop and small screen, the digital marketing industry has 20 years of experience in creating, delivering and refining strong consumer experiences. Most of the shopper’s journey to purchase has already been widely researched, cookied and optimized – but in-store has remained the elusive, yet critical step. That’s now ready to change. Google wants its adserving to be the platform for offline retail, and it’s starting here.”

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