It would seem that I am distinguished – by my internet user profile – as a man of a certain age. My validation for this is that, a few months ago, I was generally minding my own business on the world-wide-web, when my attention was distracted by a banner-ad for incontinence products. After I laughed I got offended. Once I had recovered from that without incident, my summation was that assumptions (and wrong ones at that) from harvested data, had been drawn…
So I got thinking about the future., but not about leaks; about Li-Fi, and about the Internet of Things; about how these technologies are going to provide better building services infrastructures, whilst operating as data harvesters at the same time.
The thing is, I don’t have the millennial spirit, as I still think that some things are my business and nobody elses. 60% of Millennials, on the other hand, are willing to share personal information with retail brands. And that’s before marketing incentives are offered to do so…
But what is particularly resonant to marketers is that The Millennial shopper expects a personalized marketing plan, a connection with brand, a product that has value, and ultimately an enhanced shopping experience. “The key to mining that precious data isn’t in the raw data itself, but crafting it into a tailored, meaningful and engaging message for the Millennial consumer,” says Mintel Retail Category Manager Fiona O’Donnell.
Exciting times are ahead therefore for lighting systems within bricks-and-mortar retail environments. It is no surprise to read the report in Lux magazine last week that technology consultants to Starbucks and Walmart are exploring the development of tailored marketing solutions.
The integration of detection technology tracking spacial movement combined with clever projection technology that delivers information through light is with us, and it’s an engaging experience. Developed by London-based company Projection Artworks, DisplayMapper combines daylight-visible projections with 3D mapping software to allow for products to be showcased in an eye-catching, interactive way.
The next stage is for lighting systems to enable communication with users smartphones (for users willing to allow it) and generate bespoke experiences specific to precise locations within architecture, and for the needs or aspirations of the user.