We’re getting used to putting our cards into PIN readers in shops. We gaze down, check the total and then enter our pin. That gazing bit is a great “eyeball” opportunity. Why not put an ad there? I’m sure it’s coming. If I recall correctly, I saw something like this in a grocery store in Chicago. Of course, with mobile payment, it’s easy to put an ad on the phone when the user “swipes” it across the RFID reader.
Moreover, unlike a PIN reader, the user gets to carry the ad with them, which might be a coupon or contain a link to a microsite. Now, who gets to place the ad? The carrier, the shop or the m-payment agent, whoever that is? There’s a data protection issue here, but the possibility exists for highly targetted ads based on knowledge of what’s being bought and what’s known about the user. That’s a more lucrative advertising income than blankets ads. Could such a model fund the transition to mobile payment systems? Perhaps.
1 response so far ↓
1 Marlon // Mar 27, 2007 at 4:47 pm
Nice idea. IMO the typical state of mind when punching in a PIN is not one of “what else can I buy now” but one of “I hope this doesn’t bounce”…! I guess the point at which a person is most receptive to advertising is just prior to their purchase of a related item.
You’re 100% right IMO that knowledge of a trading history would help with the process, so perhaps we need a swipe-point just inside the door (or bluetooth / RFID etc) to volunteer personal details in return for the personalised “special offers” be be presented at the shoppers device…
On the other side of the poppadum… Have you ever walked aimlessly around a supermarket (or B&Q) and wondered where the heck the WhatNot is? Upload your shopping list to the mobile and let it guide you around the store. Satnav for lazy shoppers…
And finally… Shopping lottery. The store picks a list of 20 random items. Any shopper who buys all of those items (I guess easy with the checkout scanner technology today) wins a prize. Oh what excitement.
Just found your site and it’s good fun. Have bought the book too… ;o)
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