Texting ads to shopping carts

A new form of in-store marketing lets advertisers place their messages right between shoppers’ hands, on shopping cart handles that have been modified by Modstream. Messages are wirelessly streamed to a small screen in a hard plastic case that replaces the standard shopping cart handle. Advertisers and retailers log on to modstream.com to enter their messages, selecting stores where they want their message to appear. Messages can be run across a complete chain or targeted to specific regions, stores or times of day. Since the messages can be changed on the fly, it’s easy to adapt the ads for short-run sales or clearance items. Since a majority of purchase decisions are made by consumers while they’re shopping, it makes sense to target them while they’re rolling down the aisles. Other companies have tried video screens on carts, but while those might serve up more engaging ads, they’re also expensive to purchase and maintain. Modstream’s message handles, meanwhile, stand up to rain and snow, and have a 5-year battery life. The system is currently being tested at Home Depot stores in eight states. One to partner with and distribute to other parts of the world, creating a new media space for advertisers and an additional revenue stream for advertisers? (Related: Next-gen shopping cart.)