ShelfPoint, a smart retail signage system, is now available and could revolutionize the world of retail forever. These smart LCD shelving strips can display information to and collection information from consumers, with the overall aim of improving consumers overall shopping experience.
Developed by Gordon Davidson, CEO of Cloverleaf, this new technology leverages the power of existing consumer behavior; specifically a consumer’s tendency to glance down at the label and price tag of the item in which they’re interested. Retailers can insert Cloverleaf ShelfPoint strips into brackets, and advertising from the strip is then projected at the customer. As the customer moves closer to the product, the strip displays product-specific information and then, once the customer moves within a few feet of the product, this technology can reportedly be used to evaluate the way in which an individual customer reacts to a specific product or value proposition, which is truly a game changer. The system is reportedly quite easy to install, and can be put into place in under and hour.
So it’s high tech and easy, but is this kind of thing actually effective? J. P. Gownder, vice president and principal analyst for Infrastructure & Operations Professionals at Forrester has explained, “Research suggests that systems like this one can grab attention, increasing the number of people who consider the product. They are also effective at articulating a value proposition and possibly creating larger purchases than shoppers had planned.”
It’s been suggested that product types with impulse buy-potential, such as health and beauty products, snacks, and cleaning products will benefit from the greatest boost from this kind of technology. However, only time will tell if this technology takes off in stores across the country, and if so what its impact on the world of retail will be.
