The 'Recipe Cart' is a shopping cart that recommends recipes for ingredients as you walk by them. Part of a campaign for Hellmann's mayonnaise, the cart suggests mayonnaise-infused dishes as the consumer walks around.
The cart is composed of a touch screen on top of a conventional shopping cart. When you place a container of Hellmann's mayo in the cart, the touch screen begins suggesting recipes. If you were to walk near the meat aisle, the 'Recipe Cart' might suggest a recipe containing chicken and mayo.
The motivation behind this campaign came from the lack of knowledge in Brazil about the versatility of mayonnaise. In addition, a large amount of purchases are made spontaneously at the point-of-sale. With these two factors at play, the 'Recipe Cart' proved to be very effective at generating new sales.
What's Driving This Trend
- Smart Shopping Carts
- Adding touchscreens and AI to shopping carts that recommend recipes or products.
- In-store Digital Marketing
- Creating immersive experiences through digital marketing campaigns inside physical stores.
- AI-powered Product Recommendations
- Leveraging AI to suggest products based on customer behavior and preferences.
Who This Affects Most
- Retail
- Implementing smart shopping carts to improve customer shopping experience.
- Food and Beverage
- Creating recipe suggestion campaigns to showcase the versatility of products like mayonnaise.
- Marketing
- Utilizing digital marketing campaigns to engage and educate customers in-store.
