The Intel booth was abuzz with activity during the recent National Retail Federation annual convention in New York. Show attendees packed into the booth to view new proof-of-concept digital marketing tools developed by Intel along with partners Adidas, Best Buy, Kraft Foods and Procter & Gamble.
Each of the tools allows shoppers to interact with the technology during their shopping experience. At the Adidas display, shoppers were treated to a wall-size digital display that helps them choose the right athletic shoe. Customers can use a touch screen to select shoes on a virtual shelf, view the item from multiple angles and receive additional product information.
At the Kraft Foods display, shoppers could locate recipes and create a shopping list while inside the store. The tool suggests recipes based on shopper preferences and helps them plan meals by providing way-finder directions to relevant in-store products.
In collaboration with Best Buy, Intel worked with the MIT Media Lab and developed a product display counter that enables shoppers to receive detailed information, read reviews and conduct research while experiencing products using a gestural user interface.
The Procter & Gamble application features video analytics that anonymously gather viewership metrics such as gender, age and dwell time, allowing advertisers to more effectively target audiences with relevant content.
“Intel’s innovative retail solutions are designed to meet the changing needs of tomorrow’s marketplace by promoting brand interaction and delivering a more personalized and enjoyable shopping experience,” said Jose Avalos, General Manager, Embedded Computing Division, Intel. Even though the concepts are still in the test phase, the excitement about potential for these tools was palpable at the NRF event.
Intel technologies used in the demonstrations include the 2nd Generation Intel Core processor family, previous-generation Intel Core and the Intel Atom processor family. The solutions, aimed at creating engaging experiences for shoppers while reducing energy consumption, include the Intel AIM Suite and Intel vPro.