The company that assembled the key patents for Point-of-Selection marketing is Klever Marketing, Incorporated®. These patents control the most lucrative future opportunities in the in-store space.
The Klever technology delivers sight and sound messages that can be triggered by products on the shelves, customized to the individual consumer, and continually updated in real time. Never has there been technology with the capacity to target the specific customer at the very place and that the very moment where his or her purchase choices can be so decisively influenced.
Fujitsu Transaction Solutions is the third largest supplier of hardware and associated technology to retailers in the United States. It is a division of Fujitsu Limited, a world-wide manufacturer of high-tech hardware designed to serve basic, perennial consumer needs.
The stunningly effective Instrument that combines Klever’s patents and technology with Fujitsu’s self-checkout technology is called the U-Scan Shopper. Mounted on the cart handle and looking like a small video screen, the U-Scan Shopper’s world-wide rollout is one of Fujitsu’s top priorities for the future, both in the U.S and international.
To acquire the self-checkout technology it has brought to the partnership, Fujitsu bought Optimal Robotics, at the time the US market-share leaders in self-checkout point of sale systems. Then this technology was merged into the Klever on-the-cart Point-of-Selection technology and hardware to create one seamless solution.
Besides its self-checkout technology, Fujitsu brought to the partnership its established relations with retail chains, its financial strength, and its proven engineering expertise. In the United States it will be entitled to all revenues from hardware sales and maintenance, while Klever will receiver all revenues from advertising, promotions, and other uses of the cart-mounted shopping device, such as data-mining.
Beta-testing for the U-Scan shopper is anticipated for early 2006. How will it perform? We already know this: Even before the bold ramp-up in which Fujitsu and Klever forged their partnership, pilot-store testing of early versions of the Klever system produced amazing results. Three tests from 1997 through 2000 produced incremental product movement of national brands from 23.4% to 46.8%. These numbers will almost certainly hold or improve with the addition of the self-checkout technology, and the appeal to retailers—which was already high because of the increased product movement—will be even more enhanced, because that technology reduces labor costs at the cash register and saves the customers from wasting time waiting in lines.
Klever’s in-the-aisle real-time delivery of customized advertising and promotions has come together with Fujitsu’s self-checkout to the shopping cart and its established retail-store customer base; the beta-test versions are being manufactured, and testing is about to begin. The work of acquiring patents, doing the hardware and software engineering, refining the design, and launching the manufacturing process have been completed. The U-Scan’s introduction into stores is about to happen. So important will it become to customers, retailers, and package goods manufacturers that this moment will later be looked upon as having changed retailing forever.
Legal Notices | Privacy Policy | © 2005 KleverMarketing®
|
