Clean Up in Aisle Eight

As stated in the “About” page, the noble purpose of this blog has always been to explore how consumer packaged goods companies are using the internet to reach consumers in new, more efficient—and I would add more mutually beneficial—ways.  

Most everything I’ve discussed so far has involved how consumers use the internet at home—not on the road. Which is natural. There is SO much work to do just figuring out the best ways for marketers to leverage the incredible power and reach of the internet. Every day we find better methods of using the internet to create awareness, drive trial and build consumer loyalty. All by creating value for our consumers–not by talking at them.   

In any case, at this point not ALL that many people are accessing the internet out of their homes. Despite that fact, today I’d like to dip my toe (since it’s finally 84 degrees and sunny in Boston) into the murky, still uncharted waters of using mobile computing in the CPG/Retail space. Most specifically at the Point of Sale, where most purchase decisions are made.

As the iPhone showed when it launched a couple of weeks ago, there is a huge, growing appetite for accessing the internet anytime, anywhere. And anywhere certainly includes the shopping aisle.   

Just imagine whipping out your trusty phone (i or not) and googling the top contenders as you decide which large-screen TV to buy. Or think about how much easier the buying process would be if you could access user reviews when you are comparing $900 mountain bikes.  

Take a look at this interesting use of internet technology at POS that gives new meaning to the words “mirror, mirror on the wall”. http://www.psfk.com/2007/01/social_retailin.html  

But, the question is (I hear you asking), do consumers want this level of information access when deciding which laundry detergent or toothpaste to purchase? My guess is they might. At least a good number of them might. As long as we make it easy and interesting for them. Because the shopping aisle has never been tougher to navigate. According to Extended Retail Solutions, a division of GDS Publishing, just 2o years ago the average supermarket had 22,000 SKUs. Today, the average number of SKUs has more than doubled to 52,000.  Those marketers who can make it easier for consumers to navigate through the POS jungle will win. And the agencies that help them win will not be losers in the deal, either.  

I will continue to explore this interesting area of our new jobs in the weeks to come. If you have any thoughts or have seen interesting examples of companies using interactive technologies at the Point of Sale, let me know.