Shopping: Here comes the science bit

Retail and point-of-sale activity is undergoing something of a renaissance. As other media channels have become increasingly sophisticated, the perception of consumer facing activity has suffered in comparison. But it is this area features some of the most interesting technology developments in the marketing process.

"An anonymous brand marketer from a global brewer recently admitted that her company often withheld stock from a large UK supermarket chain"

Consumer facing brand activations present an ideal chance for brands to engage directly with consumers, without having their messages diluted by retailers. Brands invest time and money in a carefully crafted image, only to hand over almost total control of this image to the retailer or distributor. High end brands often encounter this problem, when a carefully constructed image of sophistication and refinement is undone by a supermarket chain that includes the product in an aggressive price promotion. Indeed, an anonymous brand marketer from a global brewer recently admitted that her company often withheld stock from a large UK supermarket chain in an attempt to curb the retailer's habit of including her premium beer brand in its regular price reductions.

For the consumer to enjoy an unsullied brand experience, the brand has to approach the consumer directly, and activations are the perfect solution. More than just promotional activity, this is about understanding consumer behaviour and leveraging that insight to influence purchasing behaviour.

The insight: Working out how we shop

We can probably assume that the science of shopper behaviour is about the same age as the first shops. As traders in ancient Rome's Trajan's market learned to arrange their goods in different ways to entice the most customers, the early principles of retail science began to take shape. While today's shopping environment is a lot more sophisticated, the principle of keeping popular products in the central view of the browser still holds true.

A recently launched eye tracking system from Tobii represents how refined research into consumer browsing behaviour has become. The science of eye tracking isn't especially new, but the technology is rapidly reaching a point where marketing departments can use it to test everything from packaging design to shelf placement or even website development. Tobii and systems like it are already finding their way into the design and marketing processes of some of the larger FMCG companies.

Products like "Virtual Shopping" from gnresearch, allow brands and retailers to model a sales or promotional environment in a Sims-style environment, providing brands another opportunity to test the viability of in-store activity.

Brand Activation: The missing link?

This area also represents a convergence of the traditional roles of the PR firm and the point-of-sale team. Once armed with relevant insight, brands are free to explore the latest in consumer facing technologies. QR codes, 3D screens, holograms and augmented reality have become the latest additions to the brand activation arsenal.

Samsung's recent outdoor 3D projection event to promote a new TV employed awe inspiring animations in a well publicised PR stunt. Smaller scale activations such as the augmented reality shop window from Tissot Watches allowed users to "try on" watches outside the store window.

"The ultimate purpose of brand activation tools is to inspire a consumer to make a purchase"

In store, products like EZ Face have brought augmented reality to the cosmetics industry with their Virtual Mirror Application (VMA). The VMA allows women to test hair colours and make up products, helping consumers to make well informed purchasing decisions. Brands and retailers can use tools like the VMA to offer consultations in-store, online or in road show environments. Importantly, systems like the VMA also collect consumer valuable consumer data.

Another tool

QR (Quick Response) codes are another tool gaining significant traction. Most prevalent in Japan, where they were first invented back in 1994, QR codes are growing in popularity globally as more consumers switch to smartphone handsets. Diesel and CNN have both used QR codes to enable consumers unlock online content in OOH situations.

The ultimate purpose of brand activation tools is to inspire a consumer to make a purchase. Bridging the online/offline gap is an excellent example of brand activation at work, with an elegant example from Nike in Argentina.

To promote Nike Air trainers a special in-store game was build, literally transforming a point-of-sale unit into a point of game. Using sound and magnet technology, Nike trainers were made to float above a race track. Game players then raced one another by blowing into a computer microphone to propel the shoes along. The game could be played by shoppers in-store or online. This is an excellent example of uniting the online/offline world with an in-store activation that perfectly captures the spirit and messaging of the Nike Air brand.

There is a fine line in the difference between useful marketing tool and decorative gimmick, and no doubt more innovations on the way. The most successful strategies however, are those where the technology is made to fit the idea.