efficient ways to tap into consumer
preferences. Whether that’s sharing straightforward data analyses
or feedback gleaned from more ambitious tech-heavy retailing simulations, the information just might
mean the difference between future
profits and losses.
Jerry Soverinsky is a Chicago-based
freelance writer. He’s also a NACS Magazine contributing writer and a NACS
©2014 A-B, Bud Light® Beer, St. Louis, MO
Brand: Bud Light Iconic
Item #: PBL201410548
Trim: 7.062" x 4.375"
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Half Horz.indd 1 1/17/2014 6:18: 53 PM
ic shopping preferences. Armed with
such valuable information, Mondelēz
can help retailers fine-tune their
product placement and promotions to
The smart shelf is currently a prototype but is expected to go public in 2015,
with a goal of broadening Mondelēz’s
understanding of purchasing behavior.
“We must know how the consumer behaves in the store,” Dajani said.
As for the creep factor, Mondelēz is
planning a far less intrusive applica-
tion of its technology than was on dis-
play in Minority Report. Pints of vir-
tual beer won’t call after customers by
name; rather, the shelves will collect
data anonymously, without capturing
or storing images of people.
Collaboration Breeds Success
As margins continue to tighten and
channel competition increases for
convenience store retailers, suppliers and retailers must count on one
another to find innovative and more
The key is allocating
space to products that
show growth potential.”
— Rachel Rogers, vice president of U.S. knowledge and insights for Hershey