Brick and mortar CAN provide brands data too. How? Trevor Sumner and I discuss Interactive In-store content, data and decisions. 

And in a time when cookies is expected to go away - this could be a silver bullet it drive sales.

According to Sumner:

Ironically the only place NOT to get the digital content, you need to make a product decision. is in store where 85% of purchase decisions are made you realize so much on the messaging outside of the store, you're still limited with what message you have at the shelf. And yet that's where the decisions made.

And so we're opening up portals to interactivity, to education, to brand connect. Where it matters most at the most targeted audience at the furthest down to the funnel at the point of final product consideration. And I think that when we get to the point where we can look at the value of that media, you're gonna find that it's 10 times more valuable than Facebook or Google or any of those, because it's a targeted shopper they're in front of your product.

They're 20 feet from the point of sale. And now you have a full arsenal to tell that message at a pace that's not pushed on the shopper in a way that's uncomfortable, but is a way that actually enhances the shopper experience.

Listen to hear answers to my questions:

- Is this just a reinvention of RFID?

- Are Retail Media Networks viable for IN-Store

- Can't we just use our phones or QR codes in-store?

The answers will be very enlightening.

I covered Retail Media Networks in my article here. It's great to discuss with Sumner who has his finger on the pulse.

https://rethink.industries/article/cannes-lions-the-convergence-of-community-creativity-and-commerce/

www.perchinteractive.com