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Microsoft’s Targeted Shopping Cart Advertising, Innovation or an Act of Desperation?

ShopRite shoppers will soon be treated to a slew of advertisements while doing their shopping at ShopRite outlets. Thanks to a partnership between Microsoft, MediaCart Holdings and Wakerfern Food Corporation, data obtained from ShopRite’s customer loyalty card will be used by Microsoft technologies to serve targeted advertisements to ShopRite customers. 

Either that’s a ridiculous idea or a useful information tool depends on how customers will take this new advertising innovation. 

The customer’s loyalty card when scanned at the MediaCart would also enable Microsoft Technologies to analyze shoppers’ previous purchases at ShopRite. Based on these past shopping activities, the MediaCart would then serve promotional offers. Aside from these, customers will also be able to view and obtain electronic coupons, perform comparative price checks of grocery items, find store specials, and other useful information in the aide of shopping. This part, I must admit will give customers some valued savings on their next shopping activities.

Scott Ferris, GM of the Advertiser and Publisher Solutions Group at Microsoft has this to say about the Shopping Cart advertising: 

“In working with companies like MediaCart, we’re continuing to push the envelope in the digital advertising realm to enable new and innovative ways for advertisers and agencies to create brand loyalty and engage with their target audiences in a highly relevant, measurable and targeted way.”

“Through the powerful combination of Microsoft and MediaCart, we are providing our customers with a cutting-edge shopping experience, unmatched in the industry,” says Joseph Colalillo, chairman and CEO of Wakefern. 

And MediaCart chairman and CEO David Brice says: 

“With its strong technology leadership and shopper loyalty programs, ShopRite stores are ideal for the MediaCart system, which can further leverage the valuable shopper data to improve shopper communications.”

I’ve got nothing more to say, and I’ll leave you to decide whether this is an act of innovation or desperation on Microsoft’s part. But at least representatives from the three companies think that the MediaCart system is indeed an innovative way of reaching out to customers. What do you think? Ok, I admit I was smiling while writing this post.

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Microsoft’s Targeted Shopping Cart Advertising, Innovation or an Act of Desperation?

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