Using Microsoft's technology, MediaCart will execute anonymous ad targeting through data obtained from ShopRite's customer loyalty card program. For the system to work, shoppers must first scan their card in the system. They then receive ads and promotional offers based on past purchases and saved shopping lists, which can be uploaded from a home PC.
The technology also provides advertisers with reporting and analytics capabilities to assess performance of their ads in stores. Consumers' personal information is not shared with Microsoft, MediaCart or participating advertisers during the process.
"We're continuing to push the envelope in the digital advertising realm," said Scott Ferris, general manager of the Advertiser and Publisher Solutions Group at Microsoft.
With aQuantive's ad-serving technology in tow, Microsoft is presently testing a number of strategies to reach consumers across multiple media, including their computers and mobile devices.
Regardless of screen, however, Ferris said the key is helping advertisers and agencies to create brand loyalty and engage with target audiences in a highly relevant, measurable and targeted way.
"Digital advertising opportunities are expanding rapidly into new areas, as many of consumers' daily activities, such as shopping, become increasingly 'connected,'" he said.
To get on a consumer's good side, MediaCart offers electronic coupons, in-store product location, price checks, recipes and nutritional information, along with a running tally of their in-store spending.
Founded in 2000, MediaCart uses the precise location of the shopping cart in the store as well as relevant shopping history and demographic data to drive relevant communications at the point-of-purchase.