MediaCart, Microsoft and Wakefern announced today, at the National Retail Federation's 97th Annual Convention & Expo, their plans to for a "next-generation computerized shopping carts" which would be deployed in all ShopRite stores.
By using Microsoft technologies, the MediaCart solution will enable anonymous ad targeting through data obtained through ShopRite's customer loyalty card program. A shopper would scan his or her card at the MediaCart, and receive ads and promotional offers based on past purchases and/or saved shopping lists that could be uploaded from a home PC. No personally identifiable information will be shared with Microsoft, MediaCart or any advertiser as part of the ad serving process. The technology will also provide advertisers with reporting and analytics capabilities to assess performance of the ads in the stores.
"In working with companies like MediaCart, we're continuing to push the envelope in the digital advertising realm to enable new and innovative ways for advertisers and agencies to create brand loyalty and engage with their target audiences in a highly relevant, measurable and targeted way," said Scott Ferris, general manager of the Advertiser and Publisher Solutions Group at Microsoft. "Digital advertising opportunities are expanding rapidly into new areas, as many of consumers' daily activities, such as shopping, become increasingly ‘connected,' and Microsoft is committed to working with advertisers and agencies to take advantage of these opportunities as they unfold."
In addition to the advertising shoppers will receive, they will also be able to save time and money with MediaCart-equipped shopping carts by obtaining electronic coupons, locating products in the store, performing comparative price checks, viewing store specials in aisle as they shop, viewing recipes and nutritional information, shopping using an electronic shopping list that is presented in aisle order, totaling the cost of the items in their baskets before checkout, and expediting the checkout using the cart-level checkout feature. This enhanced shopping experience helps differentiate ShopRite in the marketplace and drives brand and customer loyalty.
"With its strong technology leadership and shopper loyalty programs, ShopRite stores are ideal for the MediaCart system, which can further leverage the valuable shopper data to improve shopper communications," said David Brice, chairman and CEO of MediaCart. "We look forward to fulfilling agreements that utilize Wakefern's extensive retail experience and Microsoft's best-in-class advertising technology to take our shopping cart systems to a new level in their stores."
