First: The Brief:
- GSK (GlaxoSmithKline), drugmaker whose revenue grew 3% to $9.42 billion in Q2 2017 from a year earlier, released “smart” shelves for its Flonase allergy medication. Canadian consumers can use a smartphone that has near-field communications (NFC) capabilities to tap a Flonase shelf in stores and get additional information about the product, according to the recent press release.
- Thin Film Electronics developed the high-tech shelves that contain special tags to give consumers an interactive experience while they’re making a purchasing decision in a store.
- GSK is also using Thinfilm’s “Cnect” software as part of an point-to-point solution to adjust and analyze consumer’s experience when shopping for Flonase. The cloud-based platform lets the drugmaker manage tags remotely, deliver custom messaging and content, view real-time consumer tapping activity and develop insights in real time, per the release.
Glaxo Smith Kline’s smart shelving units for Flonase lets the drugmaker have much more control over the information it shares with consumers at a time when they’re in the moment of shopping for their medications, allowing them to make a much more informed purchasing decision. As Thinfilm points out in the release, its “smart”shelving units help to directly reach consumers in a store without intermediaries such as search engines, online marketplaces or social platforms that may steer consumers toward other products. That direct control is important for marketers to connect with consumers and provide accurate, useful product details, particularly considering the widespread misinformation about medical conditions, health supplements and miracle cures on the internet.
With the mobile devices getting smarter and becoming more useful for consumers, in-store shopping experiences continues to shift and increase, according to a September 2017 report from Forrester Research. The company found that two-thirds of early adopters of mobile technology said they’re “more confident about their in-store purchases when I use my smartphone to do research on the spot.” This group of tech-savvy consumers is more likely than other market segments to let their smartphone interact with in-store tech to alert a salesperson that they need assistance.