Blog: Katy AskewMondelez is watching you

Katy Askew | 21 October 2013

Mondelez International is preparing to launch a pilot programme to test a "smart shelf" system to track shoppers - and then "engage and influence" them.

The programme uses Microsoft Windows Kinect technology, a Mondelez representative has told ABC News.

"Our goal is to understand how shoppers see, scan, spot, show interest and select products from the shelf in the store. We can also engage and influence the purchase decision by delivering a targeted shopper experience. For example, we can deliver audio or play a video based on demographics, distance and even the time of the day," the spokesperson explained.

In order to dispel any concerns the project could be intrusive, Mondelez emphasised the targeting would not be personal - but rather based on broader demographic characteristics such as age and gender.

Microsoft is not directly involved with Mondelez's plans. However, it is interesting the news comes just a few weeks on from the controversial suggestion Microsoft was considering providing advertisers with Xbox One Kinect data collected in people's living rooms. Microsoft moved quickly to deny the reports.

I'm not one for conspiracy theories... But I did see 'Minority Report'. Frankly the idea that I am so easily tracked puts me off Facebook and other social media (I was not overly impressed when I was delivered a targeted advert for a product, right after buying it online). Meanwhile the Snowden revelations clearly raise question marks over the level of scrutiny we are placed under from various governments. I am therefore a little dubious - as a consumer - about inviting this level of surveillance into the grocery store.

Now, where's my tinfoil hat?

BLOG

A bad fortnight for self-regulation

Recent events in Canada, Brussels and the UK suggest the task of defending self-regulation as the best way to prevent the commercial activities by food companies from exacerbating childhood obesity is...

NEWS

EU says no evidence of brands' "double standards" - for now

The European Commission has concluded "for the moment" it has no evidence of any significant differences in quality of the same branded food products, including meat, dairy products and chocolate, sol...

NEWS

Nestle teams up with Uber for home delivery in Brazil

Nestle has teamed up with UberEats to offer home delivery of its baby foods and other products to consumers in the Brazilian city of Sao Paulo....

BLOG

Reckitt Benckiser clears final Mead Johnson hurdle

The final regulatory approval needed for the UK-based consumer goods giant's takeover of the US infant formula maker has been received, with the US$17.9bn deal set to be completed on Thursday (15 June...

BLOG

Barilla puts sustainability centre stage

Barilla's 2016 results statement, published last week, makes interesting reading, not because of the Italian food group's commercial performance, but for the emphasis placed on sustainability achievem...

just-food homepage



Forgot your password?