A number of companies around the world are utilizing the interactivity of screens on the Path to Purchase. In Brazil, to inspire shoppers with new ideas on how to cook with mayonnaise, Hellman’s has released the Hellmann’s Recipe Cart. The supermarket cart features a screen that recognizes ingredients on the shelf and instantly suggests a new recipe for Hellman’s that incorporates those ingredients. If a shopper decides to make the recipe, a map helps them find the remaining ingredients in-store, and lets them share the recipe with friends.
In South Korea, retail warehouse Emart created a mobile app that directs shoppers to the location of discounted products throughout its store. Information is received through LED-lighting that sends signals to a smartphone through special lenses installed on the shopping cart. By installing the special Emart app, shoppers can learn where they are in the store and helps navigate them to where they should go. When the shopper arrives at the product, the smartphone communicated with the lighting and shows a discount coupon.Tweet