Shopper Marketing - April 2017 - 8

EDITORIAL

Armageddon in Aisles 13-17
O

ne of my many "mini-jobs" at the Institute is to help hand out media credentials at our events. I'm a bit of a hard ass
when it comes to granting press passes. I'm
on guard against certain types of reporters
who, whenever they bother to peek into our
little corner of marketing, always opt for the
"How stores get you to buy things you don't
want" angle.
The related, more 2017-ish version is the
"How marketers spy on you" storyline. This
one is in wide distribution nowadays. I wish
I had a Krugerrand for every time I've been
warned that an Alexa-enabled Echo unit lets
Amazon listen to everything in your house.
It doesn't - and even if it did, the most interesting thing they'd hear is that my dog, Leo,
snores louder than I do.
But misinformation - and, oh lord, an "alternate fact" - travels even faster than outright lies. So if I suspect that some blogger
wants to turn one of our practical seminars
on geo-fencing into lurid click-bait about
cyber-stalking, I give him the old, "There's no
room at the inn."
For similar reasons, I also keep an eye on
industry-related books. Here's a real beauty
from the Yale University Press that hit the
market in mid-January: "The Aisles Have Eyes:
How Retailers Track Your Shopping, Strip Your
Privacy, and Define Your Power" by Joseph
Turow.

8

y SHOPPER MARKETING APRIL 2017

Gee gosh
golly - I wonder if he's pro
or con? It 's
an interesting read although a bit
padded with
history like:
1974, Juic y
Fruit, first item
sca n n e d a t
checkout. But
there is one great big eye-opener, and it's on
the book's very first page. At a 2015 industry conference, an analytics expert named
Brandon Fischer made some predictions
that Turow seizes upon:
n

n

n

"... by 2028 half of Americans (and by 2054
nearly all Americans) will carry in their bodies device implants that communicate with
retailers as they walk down the aisles and
inspect various items.
"Based on how long you hold an item the
retailer's computers will tell whether or not
you like it.
"Other signals from the implant will indicate
whether you are nervous or cautious when
you look at the price of the product you are
holding. The analysis may lead, Fischer suggested, to a conclusion that a discount on



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
Shopper Marketing - April 2017 - 12
Shopper Marketing - April 2017 - 13
Shopper Marketing - April 2017 - 14
Shopper Marketing - April 2017 - 15
Shopper Marketing - April 2017 - 16
Shopper Marketing - April 2017 - 17
Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
Shopper Marketing - April 2017 - 20
Shopper Marketing - April 2017 - 21
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Shopper Marketing - April 2017 - 25
Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
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Shopper Marketing - April 2017 - 30
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