Advanced displays combine high-end design for mass retail with leading edge digital technology and data analytics
Unilever has partnered with retail marketing platform leader Perch to launch a next generation in-store product engagement platform at Giant Food supermarkets in the Washington DC area. The interactive end caps in the beauty section seamlessly incorporate a digital screen that automatically senses what products shoppers touch to respond with videos and information about that very product – without having to scan a QR code, touch a screen, download an app or take any additional action. Using Perch’s “lift-and-learn” technology, shoppers can get more information about Unilever skincare products by simply touching them, as if they had clicked on them online.
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“Our goal for this launch was to have a product and brand education platform that communicates Unilever’s positive beauty vision for people and planet, promoting inclusion and wellness with Dove being the appropriate brand for this partnership,” said Christina DiPietro, Unilever’s Team Lead for Ahold. “With Perch’s smart shelf display, our products can deliver the right product message at the right time, so the Dove brand can educate and connect more deeply with its customers. We are thrilled to launch this platform in select Giant Food stores and bring this partnership to life with Perch and Giant connecting shoppers with our iconic Dove brand.”
Unilever incorporated Perch into an integrated end cap with a glowing logo and lit shelves, which is eye-catching and drives additional attention to Unilever’s category-leading Dove products. The digital experience guides shoppers through each shelf of products, with product videos, ratings and reviews of the Dove line.
Perch’s digital engagement platform uses computer vision to detect product behavior at the shelf, anonymously detecting the presence of shoppers, what products they touch, and what content they engage with to bring in videos, ratings and reviews and product information for every product on the shelf, uniting the digital content shoppers crave with the physical products on retail shelves. Perch’s AI-powered approach drives 5-10x the engagement of traditional digital signage and 30-188% sales lifts according to case studies in beauty, CPG, accessories, department stores and grocery.
“We are excited to extend our partnership with Unilever to promote Dove products after such a successful earlier trial driving triple-digit sales lift. Dove’s brand message is inspiring and we are excited to help shoppers better connect with their category-leading products,” said Perch CEO Trevor Sumner. “It’s exciting to see visionaries like Unilever use our technology to create better shopper experiences and more meaningful connections with its customers.”
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