Neuromarketing – The Art and Science of Marketing and Neurosciences Enabled by IoT Technologies
Today, promotions are executed in a physical
retail store based on historical information
of product and offered to a broad audience.
With facial identification, retail marketers
are now able to identify in-store shoppers in
real time and offer promotions via digital
signage, mobile and more, based upon
shopper profile and associated loyalty
status. Where loyalty cards provide
incentives at check out, personalized
promotions through facial identification
enable retail marketers to provide proactive
incentives at the right time and place.
Combined with real time analysis of
inventory turnover, historical buying habits
and in-store sales projections, retailers are
now able to offer real time, personalized
discounts, bundled promotions and more.
Illustration E: Computer processing of NEC’s face
matching recognition system. (Graphic courtesy NEC)
time tracking and feedback with nearly
everything we interact within the retail
shopping experience, to the benefit of
consumers and product manufactures.
NEC, Microsoft and Brierley+Partners, a
Dallas based loyalty/CRM provider,
demonstrated this capability at IoT Solutions
World Congress in 2016. The solution
leveraged Brierly+Partners loyalty database
and big data, combined with NEC’s video
analytics (face matching & demographics)
and the Microsoft Azure IoT suite to deliver
personalized, event driven promotions for
opt-in and opt-out participants.
Neuromarketing has the potential to
proactively influence brand association and
customer loyalty by measuring consumer
behavior in real time, as well as field testing
nonverbal and verbal responses to new
products, advertisements promotions and
pricing. In the long term, whether you see
neuromarketing as the art of measuring
consumer emotions, or a science in
measuring marketing effectiveness, there is
little doubt that all retailers will want the
unbeatable truth of our subconscious mind
regardless of what emotion, sentiment or
engagement we are feeling.
I N THE F UTURE …
The field of Neuromarketing has grown
significantly over the last decade and
continues to grow in usage. With
sophistication, advancement, portability and
reduction in cost of IoT enabled
technologies, we will continue to see
progress and innovations originating from
neuromarketing techniques. “Always on”
sensors and devices may one day enable real
IIC Journal of Innovation
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