Geo-Targeting Store Advertisements

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Tesco Recommends Ads Based on a Shopper's Location in a Store

Tesco Scan as you Shop devices are set to provide advertisements based on a consumer's location within the store. The retail chain has dubbed the new technology "in-store Scan as you Shop geo-targeting," claiming it is the first to provide location-relevant ads on its proprietary self-scanning devices.

"This means you’re going to be able to target customers in proximity to an aisle, to a shelf, as they navigate their way around the store," explained Lee Roberts, head of sales at Tesco Media & Insight Platform.

Scan as you Shop is available across 580 Tesco locations but requires a Clubcard for access. By optimizing in-store touchpoints, the brand encourages immediate engagement with relevant products, fostering a more interactive and personalized shopping environment.

"It improves your existing Google search strategy by creating more visibility," Roberts said. "It has potential to drive sales and lift sales."
Trend Themes
1. Location-based Advertising - Leveraging geo-targeting capabilities within stores to deliver dynamic and relevant advertisements helps create a personalized shopping experience for consumers.
2. Enhancing In-store Engagement - Optimizing physical touchpoints in retail environments offers real-time interaction opportunities, breaking traditional marketing barriers.
3. Self-scanning Technology Integration - Integrating self-scanning devices with targeted promotions based on shopper location can drive a higher engagement and quicker decision-making process.
Industry Implications
1. Retail - Geo-targeted advertisements can transform the in-store shopping experience and foster customer loyalty by providing tailored offers.
2. Technology - The integration of location-based advertisement technology within self-scanning devices signifies a leap in retail tech innovation.
3. Marketing - In-store geo-targeting presents marketers with new data-driven avenues to reach consumers right at the point-of-sale, enhancing campaign effectiveness.

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