The next frontier for in-store marketing is called “point-of-selection.” This is the point where nearly three-quarters (73%) of all purchasing decisions are made--in the aisle when the consumer is in the presence of the product.
Up to now, the nearest that retail advertising and promotions have come to reaching the customer at the moment of making a purchasing decision is at the point of purchase—the cash register—after most decisions have already been made!
But with remarkable vision, one company carefully acquired all the patents necessary for reaching the consumer not at the cash register but in the aisle, and developed the core technology—a wireless, user-friendly device mounted on the shopping card handle—that delivers individualized advertising and promotions to customers when they come into the presence of the product. As of 200?, over $376 billion is spent annually on retail advertising and promotions. Only 4% of that amount is has impact on customers at the point of purchase, and until now far less than that has any influence on them where it really counts. But now, Klever Marketing technology is about to bring down the barrier that has kept retailers and packaged good manufacturers from reaching them there.
This technological revolution will break down an equally troublesome barrier to customer satisfaction. In 2003 and 2004 Klever and Fujitsu Transaction Solutions forged a partnership that combines the Klever patents and technology with Fujitsu’s in-the-cart, in-the-aisle self-checkout system, with all of this capability delivered through the one electronic device mounted on the shopping cart handle. No longer will customers search through the store in vain for what they want; no longer will they stand in long lines at the cash register (these are the two biggest customer complaints). That sleek device, called the UScan Shopper, will provide a store directory (plus many other services) and enable customers to check themselves out, as they shop, simply by scanning the products they put into the cart.
These glaring weaknesses in retail marketing, plus others you can read about on this site, are about to disappear!
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