Brazilian Supermarket Serves up Recipes on Tablet Devices

By Jessica Benton | 16 May 2013

A Brazilian supermarket has used tablet devices in-store to engage with customers. The interactive marketing campaign saw trolleys fitted with tablets that responded to nearby products with recipe suggestions.

Retailers have long been using tablet devices to enhance the in-store shopping experience, but supermarkets have recently been added to the mix with a Brazilian company using tablets to entice customers by offering recipe suggestions.

Hellman’s Mayonnaise worked with the supermarket chain to implement the Near Field Communication (NFC) technology on shopping trolleys. It has been estimated the ‘Recipe Cart’ campaign resulted in mayonnaise sales increases close to 70 percent for the company. The touchscreen tablets offered up recipes if a customer placed a Hellman’s product in the trolley. The device used the customer’s exact location to offer relevant recipes and provide location information for the required ingredients. Social media sharing capabilities were also included to increase the interaction levels.

The supermarket sector continues to innovate in the omni-channel world. Locally, Woolworths launched its Tullamarine Airport click-and-collect service that allows customers to pick up their groceries when disembarking a flight. Coles has also been trailing tablets at its Southland store in Victoria.

Watch the below video to see the ‘Recipe Cart’ campaign in action.

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