Food products company iD Fresh has launched a tech-based point of sale ‘Shelf Bay-breaker’ to promote its coffee in five stores in Bengaluru.
The intervention involves a motion sensor that detects a shopper on the retail bay. When it does, a focus light illuminates the product, while a voice over calls out to the shopper and spells out the USP of the coffee. The product is also elevated for enhanced visibility. The exercise takes 10 to 15 seconds.
Speaking with Medianews4u.com, Rahul Gandhi, CMO, iD Fresh, said, “The launch is on an experimental basis and we will be scaling it to other cities and more stores. We are planning to launch it in five stores each in every top city, initially. Though we haven’t got any offtake data yet, the feedback received from the retailers is that the number of consumers stopping near the coffee category of iD has multiplied. It took about three to six months to develop it.”
The deployment requires exclusive arrangements with the stores. Asked what would happen if all brands start doing a similar activity, Gandhi said, “The retailers will play the guard rail there; they shouldn’t allow all brands to do it. Brands should also not overdo it, because, finally if the shopper experience is spoiled then it will affect the brand.”
The ‘RobAd’ device used has been developed and created by startup Estro Tech Robotics.
“We are planning to do similar innovations on outdoor as well. It’s a medium where a lot of innovations and creatives are happening. Whichever medium we advertise, we are planning to break the clutter,” he added.
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(Amended at 13.20 hrs on July 28, 2023 to add that the RobAd device has been developed and created by startup Estro Tech Robotics.)
