Remember in the movie ‘Minority Report’ how display adverts personalised themselves to Tom Cruise’s character has he walked through the shopping mall? Well something pretty close to that is coming to Australia – thanks to a tie up between Fujitsu and Australia and digital display technology, iProximity, for proximity based marketing.
The two companies have formed a partnership “to drive engagement and interaction with customers in retail environments by delivering personalised content and targeted offers to customers’ smartphones and on near-located digital signage simultaneously.”
They say that retailers, advertisers and marketers will be able to deliver personalised content including welcome messages, special offers, discounts, product suggestions and reviews to their customers’ mobile devices and simultaneously trigger brand and product information to be displayed on digital signage near the customer.
The system will also enable customers to scan products with NFC tags or QR codes to display product information on large format displays. “Customers can also control the content they see on the large screens via their smart phone,” Fujitsu says.
Such displays will not, of course be linked directly to the customer: other visitors in the store won’t know who has triggered the display, or who it is aimed at. However that might not be the case for very long.
Fujitsu says: “The combination of mobile personalisation and digital media facilitates a closer interaction between the online and in-store experience. For example, a customer who buys a product online and arranges an in-store pickup can be greeted by name when they arrive and be guided through to a pickup point.”
The system relies on a combination of Fujitsu’s TELentice digital media product and the iProximity iPx proximity management and campaign platform. iProximity founder, David Burden, said a key to the system was the speed with which TELentice enabled iProximity to update its displays.
“One of the important factors for us is the actual customer experience and that is often driven by the speed that we can change the content on the signage,” he said. “Fujitsu’s TELentice system is the fastest and most reliable system we have worked with, which means those consumer surprise and delight moments can be really captured, resulting in high levels of brand engagement.”
Customers will certainly be surprised if they see their name in lights. Delighted? I’m not so sure.