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P&G, Dunkin' Donuts test dynamic in-aisle ads

August 21, 2008

The Wall Street Journal: In the latest effort to tailor ads to specific consumers, marketers are starting to personalize in-store promotions based on products the consumer recently picked off a shelf or purchased -- and in the near future, based on what the shopper looks like.

Dunkin' Donuts is among the first marketers in theU.S.to begin testing the technologies, at two locations inBuffalo,N.Y.People ordering a coffee in the morning can see ads at the cash register promoting the chain's hash browns or breakfast sandwiches. At the pick-up counter, customers see ads prompting them to return for a coffee break in the afternoon and try an oven-toasted pizza. In a separate test, Procter & Gamble is placing radio-frequency identification tags on products at a Metro Extra retail store in Germany so that when a customer pulls the product off the shelf, a digital screen at eye level changes its message.

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P&G, Dunkin' Donuts test dynamic in-aisle ads

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