When this video was produced/released a few years ago I was thrilled because it finally shared what everyone in our organization was feeling. Advertisers MUST change the very core of their thought processes and intentions or risk permanently alienating their customers. Fast forward to today and nothing has changed.
The technology to LISTEN to shoppers is available (Podo has been growing in this field rapidly over the past 5 years) but we've not seen wide scale adoption anywhere in the marketplace.
Don't misunderstand - there is plenty of listening going on - but it is being accomplished in arenas where shoppers are already CUSTOMERS (i.e. loyalty/membership programs and online efforts) but 99% of the opportunity is untapped at this point because the retail floor is being ignored.
Retailers are adding screens. Brands are adding screens. All w/ dubious and largely immeasurable effects. Digital signage is NOT listening. It is simply more noise. Interactivity on the retail floor AND the analysis of shopper feedback is the backbone of shopper communication. And communication begets relationship.
When a brand and retailer finally grasp this concept and begin listening to their shopper's desires and interests the ramifications are going to be vast.
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