Personalized In-store Ads Getting More Aggressive

It has long been a marketer's desire to find a way to reach consumers at point-of-purchase based on consumer identity and behavior, tailoring messages as consumers shop. Many programs have been tested, few have proved so successful to be rolled-out globally.

Now, marketers are experimenting with a new type of in-store and point-of-purchase ad based on consumer identity and behavior. Procter & Gamble is testing a system that uses radio-frequency identification to play ads on a digital screen based on what products a consumer has picked up. When a consumer picks out a shampoo for a particular type of hair, for instance, the screen recommends the most appropriate conditioner or other hair products.

Dunkin' Donuts is trying out a system that displays food ads to customers ordering just coffee. The system allows customers ordering their morning coffee to see ads at the cash register promoting the chain's hash browns or breakfast sandwiches. At the pick-up counter, customers see ads prompting them to return for a coffee break in the afternoon and try an oven-toasted pizza.

More at The Wall Street Journal.