For some retail customers, ADFLOW is working on interactive displays that engage consumers by identifying their mobile phones via technologies like NFC (near field communications) and location-based services, enabling highly targeted messaging and access to customer-specific promotions and loyalty data. An equally exciting opportunity to narrowcast content to specific demographic groups is found in facial recognition technology. “Without exception, retailers seek to recognize when a specific demographic profile of a consumer is in the store and customize the messaging accordingly,” explains Davies. “A wireless device retailer, for instance, wants to show under-30 females a very different set of products and services than it would promote to an over-50 male. Facial recognition allows this, and while we don’t think the market is quite ready for it today, it’s coming.” Another means of enabling one-to-one interaction with consumers that’s here now is through screens that interact not with specific people, but with specific products. For example, one ADFLOW customer sells electric drills ranging in price from $79.00 to $179.00, and the retailer needs an efficient means of communicating the features that create this price disparity. “We developed an interactive kiosk that enables product feature comparisons when specific items are picked up off the shelves; when the product is picked up, the signage launches content specific to that product. It’s also a popular concept for electronics and wireless device retailers.
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