Aisle7

The holy grail in marketing is to deliver the right message, to the right person at the right time. If you look under the covers of most digital marketing solutions, this is the formula at work. The narrative goes something like this — at any given time a shopper has a myriad of questions rattling around in their head about what to buy. Is this healthy? Will it taste good? Can I get a better price? Will the kids like it? These questions act as barriers to purchase.  The paradox is that they are easily answered. What to do? How can we find out what the shopper is thinking and help answer their questions?

Since we can’t easily peer into a shopper’s mind as they walk the store, we need to provide services that answer questions as they arise when shoppers are at shelf. Recent research shows that 92% of consumers prefer self-service applications for research and decision making tools. Up until recently, providing digital marketing solutions at the shelf was too cost-intensive. But now with mobile phones and cheaper kiosk  devices (and getting cheaper) like the iPad the price for information delivery is coming down fast — thank you moore’s law.

The next step is providing the right information. The problem is a function of content programming and targeting. Fortunately, now that the price of hardware is coming down precipitously, it opens up the possibility to cost-effectively deliver targeted messages. Instead of placing all of your investment in a single device for the whole store, you can afford to place multiple devices to various departments and shelf-sets. For example if you wanted to present a solution for the Cold and Flu shelf set, you could create a focused presentation about the top tips to reduce the length of a cold, prevention recommendations, and product ideas for natural or Rx remedies depending on your proclivities.

Or let’s say you wanted to build a merchandising and marketing campaign on Gluten Free products. You know shoppers entering that aisle are interested in the topic. Wouldn’t it be cool if you could deliver an information solution to answer any of the questions they might have.  e.g. Will going Gluten Free help my digestive issues? What foods should I avoid? How do I use these products in a recipe?

The possibilities are endless. Heart health, HBC, Sports Nutrition, etc… The information and tools to support decision making are available. Recommendations from the experts are at your disposal. The trick is delivering it at the time when a shopper is interested. That’s the holy grail. The new version of  Aisle7 In-Store solves many of these issues. Check out our demo to see our off-the-shelf version. Or give us a call and we can brainstorm with you on how to deliver a focused presentation in the aisle.