Part One: Store As A Media: How Can Brands and Retailers Truly Engage Shoppers?

November 12, 2021
Maroun Ishac

 

The role of the store is changing. For success, differentiation and emotional connection with consumers is crucial.

In this episode of “To the Edge and Beyond,” host Maroun Ishac, Director of Business Development at Intel’s Internet of Things Group, talked with David Roth, CEO of The Store WPP and Chairman of the BAV Group, and Jay Hutton, CEO of VSBLTY. The Store tracks emerging technologies, purchase platforms, and physical formats that are changing shopping rituals around the globe. VSBLTY offers state-of-the-art software driven by artificial intelligence and machine learning. The trio explored the notion of the store as an advertising medium, branding use cases, and the many diverse partners and abilities it will take to make that concept a reality.

The pandemic has forced retailers and store owners to examine how they did business in the past and reimagine how it will be done in the future. Key concerns include how to creatively engage consumers and how to collect, analyze, and use data about their in-store shopping experiences. Ishac, Roth, and Hutton believe that the disruptions and changes brought about by COVID have paved the way for the new and faster adoption of technologies that will make creative engagement and broadscale data collection possible.

What used to be simply a distribution channel is slowly becoming a media channel, with the primary role of a store not being to sell products but rather to deliver the most emotionally engaging and interactive experiences possible, to develop and strengthen brand affinity and trust. Consumers can expect to see significant investment in digitizing traditional store elements like shelves, fridge, endcaps and displays.

But there’s still a long way to go, Ishac, Hutton and Roth talked about some of the infrastructure needed including alignment of technology with appropriate messaging, the right analytics engines to make sense of data and derive insights and staff that are wholly engaged in the process.

Stay tuned next week for part 2 where the trio discuss the ecosystem of partners and infrastructure needed to establish the store as a media channel.

Connect with Maroun Ishac, David Roth and Jay Hutton on LinkedIn

Subscribe to this channel on Apple Podcasts, Spotify, or Google Podcasts to hear more from the Intel Internet of Things Group.

Recent Episodes

executive leadership commitment to safety
View episode

This video explores the profound impact of Applied Digital’s executive leadership view commitment to safety. It highlights the key initiatives led by senior executives to foster a culture where safety is paramount. A standout strategy is the incorporation of a ‘safety moment’ at the start of every meeting, designed to heighten safety awareness from…

employee safety
View episode

At Applied Digital, employee safety transcends mere compliance—it’s a core value that defines our corporate ethos. This video underlines the importance of creating a robust health and safety environment, ensuring every team member returns home safely daily, and fostering a positive and secure workplace atmosphere. By prioritizing safety above all, including production, Applied Digital…

innovative data center practices
View episode

As Applied Digital continues to expand its footprint across rural America, its commitment to integrating with and revitalizing local communities stands out. The company’s unique approach to building and operating data centers brings advanced technology to these areas while stimulating local economies and fostering community development. How does Applied Digital ensure seamless integration and…