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Article: POINT OF PURCHASE: What the future has in store.(future of advertising in retail industry)
- Article from:
- Marketing Week
- Article date:
- June 8, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Cinematic visions of tomorrow's retail world give an idea of the potential for personalisation and interactivity that point of purchase can offer to advertisers and brand owners. By Daney Parker
Films that feature shopping centres of the future, dominated by huge screens interacting with passers-by, represent what fans of the latest point-of-purchase (PoP) technologies imagine the stores of tomorrow could look like.
But customers could well find themselves in shops which offer peace, quiet and uncluttered space, displaying only a few, simply arranged, products. Or maybe tomorrow's stores won't be that much different to those on today's high ...