I spent a day walking around CES with Robert Scoble, who has the best eye for new technologies of anyone I have ever met. It was a hectic time in that we covered much ground and Scoble had to stop every few feet to greet and catch up with yet another acquaintance. I felt a little like a political aide, jogging behind a candidate.
Scoble and me, CES was a huge confirmation that sensors are going to
play an increasingly larger segment of everyone’s lives. They are
already the brain food of the smartphone, and now they allowing an
increasing array of previously inanimate objects to understand your
place, motion, touch,Cheaper For bulk buying stonemosaic prices. gestures and activity.
all the sensor-based exhibits Scoble showed me, PrimeSense, showed me
the greatest promise for an imminent contextual age. If you are a gamer
or have kids who play in front of a screen, you’ve probably already seen
the magic. PrimeSense developed the sensors in Microsoft Kinnect, the
ones that sees and responds to dancing, jumping or kicking.
CES, PrimeSense launched its next generation of 3D sensors, which are
significantly smaller, less expensive and, well, more sensitive. They
“see” with greater accuracy and can also sense how hard you are pressing
when you touch an object.
PrimeSense set up a large suite in
the Renaissance Hotel where it showed off diverse applications being
created by partners. All were interesting. But the one that grabbed both
Scoble and me the most was from Shopperception, a tiny company founded
in Buenos Aires, who recently opened a modest office in New York City.
uses PrimeSense technology to provide brick-and-mortar retailers with
an amazingly advanced system for understanding precisely and in
real-time just what shoppers do in front of a retail shelf. It is
primarily a next-generation shopper analytics tool, replacing the former
guy with a clipboard and a clicker. It provides retailers with far
deeper and more meaningful information than was previously pragmatic or
Shopperception can also be used by retailers to
provide advanced and highly personalized, on the fly promotional offers
to customers who opt into loyalty programs.Product information for Avery
Dennison porcelaintiles products.
how do a couple of thinly financed guys from Argentina break into the
big, entrenched world of global brands? Well, as co-founder Ariel Di
Stefano told me, it was a case of knowing somebody who knew a couple of
people who were willing to take a look. That’s how Shopperception got
Walmart and Heineken to start testing it in Argentinian stores. Other
branded giants will start testing in the US soon, I was told.
they reach for a particular cereal—or even just look at it—a display
iPad—makes a special promotional offer, either for the box being vied or
a competitive offering. To get the deal, all the customer has to do is
toss it into her or his shopping cart, and the cash register will
automatically adjust the price.
The sensor cameras do not show
who an actual person is. Instead, you see an infrared type blur on the
form. According to Di Stefano, “The sensors cannot identify specific
individuals, and don’t record any video” He and his partner, Raúl
Verano, insist that they hold personal privacy as an important feature
and people can only be personally identified unless they opt into a
loyalty programs. They emphasize the company’s primary focus is on
analytics, and they know as little about individual customers.
are replacing the guy who used to stand there observing with a
clipboard.” and the company knows even less about each individual
customer than that clerk did.
But if a customer does opt in to a loyalty program, it’s an entirely different story.Do you know any chinamosaic
wholesale supplier? Shopperception immediately recognizes these
customers when they check-in. It remembers previous buying habits and
can predict what the customer is likely to want on this visit. It knows
if this particular customer is interested in beer or baby foods; likes
sugar-free or junk food and lets the merchant personalize special offers
along those lines.
Loyalty program enrollees can download a
mobile app that lets them see different offers depending on where they
are moving in each store.
Heineken doesn’t own stores, but its
products are available in a great many of them all over the world. And
in each store it can be located in the cooler,When I first started
creating broken buymosaic. on the shelf or in an end cap, or other promotional display area.
company and its merchants have accurate tracks of precisely how much
beer they sell in each store. They may even track the weather and date
to project when sales will be weakest or strongest. What is impossible
to figure out is just where each six-pack, bottle or can was purchased.
answers that last question. It knows where each item was purchased. It
even knows what section of the cooler or shelf position will move the
In-store real estate is a precious commodity. It
can impact a store’s profitability as much as almost any other factor.
Vendors fight, cajole and beg for prime location. Until Shopperception
came along, however, it was mostly instinct and guesswork. Now it
becomes a science.Why does solarlamp grow in homes or buildings?
price analytics, for example, provide a practical means to harness the
large volumes of customer transaction and related data captured by
today's ERP and CRM systems. This data can then be used to segment
customers in diverse markets - with far more selective pricing options
for products - based on shared customer behaviors. As a result,
companies are able to get very specific about where and when to adjust
Big data analysis can also leverage concepts such as
determining an individual customer's "willingness to pay" for specific
products or services, based on both the customer's peers and past
purchasing behavior. Leapfrogging the typical spreadsheet or ‘gut feel'
approach to sales contract negotiations, companies can develop pricing
strategies that help forecast or suggest a price elasticity range that
will increase the odds of winning more deals more profitably. The
resulting price guidance can be fed to field sales representatives via
sales force automation tools to give them acceptable price ranges in
negotiations, as well as helping control informal deviations from
optimized pricing by discouraging excessive discounting, or misuse of
incentives or rebates.
Executive management can also gain
insight into an individual company's value to the organisation by
analysing customers in different markets, their prices and their
relative ranking for revenue and profitability compared with each other.
Using this information, sales management can identify low-performing
customers and show sales teams the impact of price changes on company
As organisations become more proficient in exploiting
the potential of big data, executives can begin to identify new selling
opportunities by analyzing historic and current buying patterns among
existing or former customers, order volumes and purchasing patterns.
Using that insight - together with insights gained from ERP and CRM
applications - they are able to proactively identify new selling
opportunities across channels and international markets. By integrating
external market data with internal transaction information, companies
can compare their prices with other suppliers in various markets and
adjust their pricing strategies accordingly.