Tech Tools

WE COVER THE TECH TOOLS THAT ARE DRIVING CONSUMER UNDERSTANDING, ENGAGEMENT AND CONVERSION ALONG THE PATH TO PURCHASE.

BY BILL SCHOBER

Aromyx, a data company that biologically replicates the human senses of taste and smell, introduced a consumer-facing product-recommendation AI technology in January. The system relies on actual responses to taste and smell, not inferences based on other people’s purchasing behavior. It analyzes a consumer’s likes and dislikes about tastes and fragrances and then suggests food, beverages or perfumes based on how its taste or smell matches an individual’s affinities. Aromyx has more than two dozen Fortune 500 customers in the U.S.

In January, Fulcrum Biometrics (a subsidiary of Japanese multinational Fujitsu) unveiled a biometricpayment system based on palm vein identification. After a one-time registration, shoppers can authenticate payment by simply moving their palm over a near infrared (NIR) sensor, speeding up checkout and lowering the risk of fraud. Every person has a unique pattern of veins in their hands, making palm vein ID more accurate and less intrusive than using a fingerprint or facial-recognition system.

In February, Spotselfie launched “Meta Store,” part of its AR/real-world social metaverse, which allows users to post virtual objects geo-tagged to locations. Meta Store will enable college students who register to claim a 100-foot diameter circle at a GPS location on campus where they can build an AR meta store and drop ads for merchandise or services such as tutoring. The owner of the store retains revenue generated from their services within that designated area. AR users receive a pop-up when they walk into a GPS-located ad boundary.

Mercatus recently introduced Mercatus Mobile, a rebuilt mobile commerce platform for regional grocery retailers and their shoppers. Noting that 30% of online grocery shoppers cross-shop between mass merchants and regional grocers, the platform now offers functions such as seamless cart building and checkout, personalization, rewards and loyalty. It also takes advantage of existing platform integrations, including Instacart Connect and DoorDash Drive. Currently the platform is used by Weis Markets, Save Mart, WinCo and Winn-Dixie, among others.

In February, Subway announced it was partnering with GenZ EV Solutions, a provider of electric vehicle (EV) charging stations, on a pilot called the “EV Charging Oasis” that will appear at some new and newly remodeled restaurants in 2023. Subway said it plans to offer guests special promotions available only while utilizing a station. The company said it also will test various sizes and types of locations with franchisees, and might even develop entire “Subway EV Charging Oasis parks” in the future.

In late January, Williams-Sonoma launched native shopping apps for its Pottery Barn Kids and Pottery Barn Teen banners. The two new iPhone apps feature a registry for adding and tracking items; a “Shop by Life Stage” feature that lets users browse best-selling pieces alongside customized recommendations; “Baby to Big Kid” suggestions; and teen lifestyle and dorm-room ideas. Users can share favorite items with contacts and through social media, as well as design and then shop “3-D rooms.”

In January at CES 2023, MAVI.io demoed its latest in-vehicle shopping and menu-ordering service. The “OnMyWay Mobile Retail Network” brings shopping options to the dashboard of vehicles with “connected car” technology. Beyond basic ordering and payment, drivers can check inventory (to ensure availability), view loyalty program data and have their destination calculated to expedite a pickup or curbside hand-off. MAVI.io is a member of the Connected Vehicle Systems Alliance (COVESA), an opensource industry group founded by BMW and Ford.

Indyme’s “Freedom Case” lets shoppers trade their info for self-service access to locked merchandise; no more waiting for clerks to show up. Shoppers can use their cell phone number, a retailer’s app, a loyalty card or even their faces to open the case. AI sensors monitor movement and if suspicious behaviors are detected, various alarms and notifications are activated. It also monitors units removed, frequency of access and door-open durations.