is deploying innovative light-based technology in its flagship store in the centre of Eindhoven to guide smartphone-wielding shoppers to the groceries they need.
The retailer has introduced a Store Guide smartphone app, developed by novomind
, to its new-look store in the Dutch city. That app works with an LED lighting system from Philips Lighting
and indoor mapping from Aisle411
to show shoppers the quickest route to the products they are searching for.
The Philips indoor positioning system consists of LED luminaires that transmit their location through a modulation of light that is imperceptible to the human eye but is detected by the smartphone camera. The information works with the retailer's app to provide location-based services such as finding products or sending targeted special offers. The fact that no personal data is collected means the customer's privacy is guaranteed.
MediaMarkt is introducing the technology as part of a redesign that brings digital further into the store.
"MediaMarkt is at the forefront of customer service and technology," said Gordon Scholz, chief executive of MediaMarkt Nederland. "The Store Guide app fits the bill perfectly. Through indoor positioning from Philips Lighting we facilitate an inspiring, fun and convenient shopping experience for our customers."
Gerben van der Lugt, head of indoor positioning at Philips Lighting, said its research, carried out with Kantar and TNS, suggests that customers cite finding products in the store as one of the prime motivations for using a store app. The Store Guide app for MediaMarkt would, he said, take the shopper experience to the next level.