Shopping cart-mounted tablet detects nearby items and offers recipes in real time

<img class=”alignleft size-thumbnail wp-image-779″ src=”×150.png” alt=”shopping card” width=”150″ height=”150″ />Continuing the theme of supermarkets becoming smarter, this year saw Hellmann’s Brazil return with another novel marketing campaign. Having leveraged receipts to print personalized recipes depending on shopper’s baskets in 2012, the mayonnaise brand teamed up with creative agency CUBOCC to fit shopping trolleys with NFC-enabled tablet devices.

As customers made their way around the store, the displays offered different recipes — all featuring mayonnaise — depending on the products they were near to. The ads acted as a call to action, using tech to target consumers in the moment of their decision making.
This tactic was also utilized in another innovative bit of marketing courtesy of Microsoft, which launched a print ad in Forbes magazine which could be used to connect to free wifi as a way to demonstrate the ubiquity of the cloud, a key feature of its Office 365 software.


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