An interactive merchandising endcap that automatically responds to items consumers touch and communicates information about them in a manner that mimics an online “click” has launched in pet-food departments at 200 Meijer stores in the Midwest.
The “lift-and-learn” display uses a computer vision enabled in-store engagement platform from Perch and highlights Purina’s pet food products.
“We are excited to have a storytelling platform in the pet category that communicates Purina’s expertise and commitment to providing the leading products that keep pets safe, happy and healthy,” said Kenneth Endermuhle, Purina’s manager of category experience design. “With Perch, we can deliver the right product message at the right time, at the point of consideration, so that Purina can stand out where the majority of shoppers purchase pet products in-store.”
The interactive endcaps incorporate a digital screen that automatically senses what products shoppers touch to respond with videos and information about that very product, without having to scan a QR code, touch a screen, download an app or take any additional action, according to Perch.
Purina will be able to update its digital messaging. The displays are launching initially with education on the Purina One 28-Day Challenge, showing pet owners the healthy difference Purina One products can make in their pets in just 28 days. It includes product category information and mobile integration into an augmented reality experience as well.
Perch said it digital engagement platform uses computer vision to detect product behavior at the shelf, anonymously detecting the presence of shoppers, what products they touch and what content they engage with to bring in videos, ratings and reviews, and product information on a display screen. This unites the digital content shoppers crave with the physical products on retail shelves, Perch said.
According to Perch, the approach drives five to 10 times the engagement of traditional digital signage and sales lifts of 30% to 130% as demonstrated in case studies in beauty, CPG, accessories and department stores. The new partnership represents the largest “lift-and-learn” deployment in both grocery and the pet category.
“We are excited to extend our partnership with Purina, a recognized innovator in the pet category. With Purina’s partnership, Perch now provides the most advanced in-store technology to help pet shoppers discover products and connect more deeply with the brands they love,” said Perch CEO Trevor Sumner. “We live in the most exciting era of retail where technology and shopper marketing behavioral data are unlocking new ways for brands and retailers to collaborate and rapidly improve shopper experiences.”