Out the Box

Unilever embraces ‘lift and learn’ technology

Unilever has partnered with retail marketing platform Perch to launch an in-store product engagement platform allowing shoppers to get more information about products with just a touch.

WHAT’S THE BIG IDEA?

The ‘lift and learn’ technology involves a digital screen that automatically senses what products shoppers touch to respond with videos and information about that very product.

It eliminates the need for scanning QR codes (so no fumbling with phone cameras while standing in the aisle), touching screens, downloading apps or any additional actions really.

With just one touch, shoppers are transferred to the product’s information page on-screen “seamlessly”, according to both companies.

ISN’T THAT A BIT INVASIVE?

Everything is anonymously done. Perch’s platform uses computer vision to detect product behaviour on the shelf, anonymously detecting the presence of shoppers, what products they touch and what content they engage with to bring in videos, ratings, reviews, and product information for every product on the shelf. The innovation is aiming to bring together the digital content shoppers crave with the physical products on retail shelves.

WHAT’S IN IT FOR THE RETAILER?

Perch claims that its AI-powered approach drives ‘5x10 the engagement of traditional digital signage and 30-188% sales increase, according to case studies in beauty, CPG, accessories, department stores and grocery”.

“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.”

IS IT AVAILABLE IN THE UK?

Unilever is currently rolling the technology out at Giant Food supermarkets in the Washington DC area, but the end goal is quite enticing for retailers.

If it delivers what it says it does, it could be beneficial especially to older customers. Imagine, they could receive all the information they needed without having to read tiny letters on the back of products, and of course without the need to have downloaded an app, or scan a QR code.

As far as technology solutions go, they often tend to over-complicate things when their primary goal is to simplify processes; this one sounds quite promising.