Mondelez Planning 'Smart Shelves' in Stores by 2015

Picture this: You're waiting in line when a video display in the checkout aisle begins showing an ad tailored just for you. Or rather, it's targeted at your particular age and sex.

That's the vision behind "smart shelves" that Mondelēz International (née Kraft), maker of Oreo, Ritz crackers, Wheat Thins and other snacks, has in mind for 2015. The shelves, which would be placed in the checkout aisle and near snacks, employ sensors to get a read on basic demographic information about the shopper.

"Knowing that a consumer is showing interest in the product gives us the opportunity to engage with them in real-time,” Mondelēz CIO Mark Dajani told The Wall Street Journal. “When people walk by, it’s a missed opportunity. We must know how the consumer behaves in the store.” Read more...