Shopper Marketing - April 2017 - 9

the product may reduce your nervousness
and lead you to purchase it.
n

"His argument was a blunt, optimistic case
for biometric monitoring in stores."

Yes, we've all seen the "Minority Report"
clip where Tom Cruise walks past a display
that recognizes him with, "Welcome back
to the Gap! How did those assorted tanktops work out for you?" But that still seemed
as far off as flying-car traffic jams and "Star
Trek" food replicators.
I reached out to Fischer, now director of
analytics & insights at MEC, to see if maybe
he was spoofing us just a bit, and haven't
heard back. But guess what? He's really on
to something.
Implants already are more commonplace
than most of us realize - think cosmetic surgery, dental crowns, pacemakers, stents,
IUDs and subcutaneous drug delivery devices. But now "bio-hacking" seems to be
catching on as the next level up for the hardcore tattooing/body-piercing/steampunk
crowd, particularly in Australia, for some reason.
People have started to embed microchips
(glass capsules the size of rice grains) into
their hands so they unlock doors and turn
on lights with just a wave. Electronic tattoos
and "biostamps" can monitor your heart
rate, hydration and temperature. Subdermal
RFID chips can hold your health records and
contact data. (Hey, my dog Leo has one of
those, too!)

And if that wasn't weird enough for you,
there are reports that some religious groups
are now targeting the websites of implant
enthusiasts because they see this as the fulfillment of the "Mark of the Beast." Under
this biblical prophecy (Revelation 13:17),
eventually everyone will require a mark on
their right hand or forehead in order to buy
or sell anything. Yikes.
However, as much as Mr. Turow tries to
be the alarmist, even he concedes that the
retail industry's ability to invade privacy is
far from monolithic - or even just well-coordinated - right now. He quotes one expert
who describes Macy's (but it's applicable to
the entire industry as well) as being "willing
to try any ideas or concepts that come into
vogue. But they are far less organic about it
than they would have you believe." He also
describes Macy's industry-first "omnichannel officer" as being "an honorary position
with no specific responsibilities and no real
leverage within the company."
Still, remember when the creepiest technology you'd encounter was that one nerd
on the subway wearing Google Glasses?
Good ol' 2013 - such a kinder, gentler, simSM
pler time.

Bill Schober is editorial
director of the Path to Purchase
Institute. He can be reached via
phone: (773) 992-4430 or email:
bschober@ensembleiq.com.
APRIL 2017 SHOPPER MARKETING y

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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
Shopper Marketing - April 2017 - 22
Shopper Marketing - April 2017 - 23
Shopper Marketing - April 2017 - 24
Shopper Marketing - April 2017 - 25
Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
Shopper Marketing - April 2017 - 29
Shopper Marketing - April 2017 - 30
Shopper Marketing - April 2017 - 31
Shopper Marketing - April 2017 - 32
Shopper Marketing - April 2017 - 33
Shopper Marketing - April 2017 - 34
Shopper Marketing - April 2017 - 35
Shopper Marketing - April 2017 - 36
Shopper Marketing - April 2017 - 37
Shopper Marketing - April 2017 - 38
Shopper Marketing - April 2017 - 39
Shopper Marketing - April 2017 - 40
Shopper Marketing - April 2017 - 41
Shopper Marketing - April 2017 - 42
Shopper Marketing - April 2017 - 43
Shopper Marketing - April 2017 - 44
Shopper Marketing - April 2017 - 45
Shopper Marketing - April 2017 - 46
Shopper Marketing - April 2017 - 47
Shopper Marketing - April 2017 - 48
Shopper Marketing - April 2017 - 49
Shopper Marketing - April 2017 - 50
Shopper Marketing - April 2017 - 51
Shopper Marketing - April 2017 - 52
Shopper Marketing - April 2017 - 53
Shopper Marketing - April 2017 - 54
Shopper Marketing - April 2017 - 55
Shopper Marketing - April 2017 - 56
Shopper Marketing - April 2017 - 57
Shopper Marketing - April 2017 - 58
Shopper Marketing - April 2017 - 59
Shopper Marketing - April 2017 - 60
Shopper Marketing - April 2017 - 61
Shopper Marketing - April 2017 - 62
Shopper Marketing - April 2017 - 63
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Shopper Marketing - April 2017 - 65
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Shopper Marketing - April 2017 - 70
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Shopper Marketing - April 2017 - 76
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Shopper Marketing - April 2017 - 79
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Shopper Marketing - April 2017 - 88
Shopper Marketing - April 2017 - 89
Shopper Marketing - April 2017 - 90
Shopper Marketing - April 2017 - 91
Shopper Marketing - April 2017 - 92
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Shopper Marketing - April 2017 - 94
Shopper Marketing - April 2017 - 95
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Shopper Marketing - April 2017 - 97
Shopper Marketing - April 2017 - 98
Shopper Marketing - April 2017 - 99
Shopper Marketing - April 2017 - 100
Shopper Marketing - April 2017 - 101
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Shopper Marketing - April 2017 - 105
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Shopper Marketing - April 2017 - 116
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Shopper Marketing - April 2017 - 119
Shopper Marketing - April 2017 - 120
Shopper Marketing - April 2017 - 121
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Shopper Marketing - April 2017 - 123
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Shopper Marketing - April 2017 - 126
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