Technology heads to the shelves

Tortion's touchscreens aim to help shoppers find out about products, writes DITA DE BONI.

For those who feel they need a guiding hand at the supermarket, an IPOD is coming your way soon.

Now being tested at several Woolworths supermarkets in Auckland, the IPOD is an small touchscreen that can supply customers with audio and visual information about a product or category.

The Woolworths' IPODS are being sponsored by major category players. Montana offers a guide to wine and wine-and-food matches, Heinz has supplied babyfood information, Lion Nathan offers beer information and Sansella tells female shoppers about feminine hygiene products, although that screen sticks to competitions and promotions - not a booming audio track detailing the merits of tampons, female shoppers might be pleased to know.

IPOD-maker Tortion, a technology company based in Melbourne, has already sold the system in Britain and Australia.

InBritain, supermarket chain Safeway is set to roll out the touchscreen system in 180 stores following a three-month trial and in Australia, Coles supermarkets are expected to start trials shortly.

Tortion hopes the system will be taken up outside supermarkets also. Australian furniture and electrics chain Harvey Norman will use the system in 25 of its stores and music chain Sanity Records is piloting the new system in some stores where the IPOD will be able to show both video clips with audio as well as DVDs, movie trailers and information on artists.

Tortion's James Martin says up to 1500 people have touched the screens for more information in local Woolworths each week so far. But how much of it is the novelty factor?

"Initially there is a novelty factor to it but it eventually becomes a destination in itself, our overseas trials have found. The content is continually changing as well so it's not a one-off gimmick."

Mr Martin says that offers, promotions and competitions can also be offered on the medium, and it represents good value for advertisers.

"With the system we can track exactly what information is being requested and how frequently. We can then match that to sales information and show a real relationship between the two," he says.

Generally the company works with category leaders in each section of the supermarket. Tortion says market share would determine the cost of advertising on the medium, which can start at between $50 and $75 a week per screen.