• by David Goetzl  @dgoetzl, August 26, 2010

Interpublic continues to delve into how consumers react at the point of purchase. After pledging an alliance with AOL and debuting a unit devoted to the decision-making process, it has turned part of its IPG Media Lab into a display and experimental area for in-store technologies to reach consumers.

The opportunities stretch from the screens at the checkout counters (with new bells and whistles) to interactive displays on aisle floors. There are also giant touchscreens melded into a store's front windows.

One of the more intriguing marketing opportunities -- among about a dozen on display -- are kiosks in stores, where shoppers can speak to a service representative immediately. Kids who are used to going on car trips with DVD players embedded in seat backs can ride in carts with similar features, allowing parents to conduct business.

The Los Angeles Media Lab is not the first to try and emulate the in-store experience as a research venue. Coca-Cola has a lab at its Atlanta headquarters, while some agencies have aisles in a room that mirror the store down the road.

But the interactive opportunities on display at the Media Lab dovetail with a coming shopping experience in line geared to people who are accustomed to handheld devices.

Earlier this summer, IPG partnered with AOL on the launch of a Retail Advisory Board that sought to examine how consumers research products online -- not just cars and other high-priced items -- before entering a store. The IPG Media Lab's Neural Shopping Matrix methodology helps evaluate some of the influencers. The two were to link with five retailers to explore new advertising methods to gin up interest online before customers moved to brick-and-mortar.

In June, IPG launched ShelfLIFE, an agency designed to advise clients on how best to influence shoppers as they enter a store, then stroll the aisles and perhaps ponder one more grab at the checkout counter.

ShelfLIFE is part of the Mediabrands group and is headed by John Ross, who used to lead the Media Lab. One of its missions is to advise other Mediabrands units, such as Initiative and Universal McCann.