Magazines Archives - 2009 January

Cart of the future rolling out in Singapore stores
Story 11 - Retail Technology

THE shopping cart of the future has been rolled out in Singapore in conjunction with the opening of MarketPlace @ One-North at Fushionopolis.

Called the Futurecart, the trolley was created by local technology-media company Store of the Future (SOTF) and introduced in late November last year.

The technology-enabled cart delivers targeted advertisements, in video or static format, and promotional messages to shoppers via an LCD screen mounted in front. It also uses RFID (radio-frequency identification) technology to “sense” its location in the store and activate the right messages, including unique selling points of a product, product launches and promotional information, and price discounts. The information is delivered to shoppers at the point where purchase decisions are
made.

The system also analyses shoppers’ buying behaviour and measures the effectiveness of in-store promotions.

“The use of RFID technology will create opportunities for retailers, advertisers and marketers, as well as provide them with a competitive edge in the fast-changing retail landscape,” said SOTF chairman Eric Rosenkranz.

“In the current economic climate, consumers are also tightening their purse strings and becoming more conscious about what they spend on. The Futurecart will help these consumers make educated purchasing decisions, and identify the best deals and in-store promotions when they shop for groceries, thereby helping them to shop smart,” he added.

Following the pilot deployment, the Futurecart will be introduced in other stores in Singapore. More features will also be added to the system to step up consumer interactivity.

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