Tracking and Dictating the Path to Purchase

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Ed King, Vice President of Strategy at MaxMedia and a speaker at this year’s Digital Signage Expo, appeared in this CNN piece with Holly Firfer about how we all make purchasing decisions and why we buy what we buy.

According to King, 95 percent of purchasing decisions are made in the unconscious where emotions reign supreme. Therefore, today’s in-store retail experience has become all about anticipating and dictating consumers’ emotions, which translate to sales. As the video below illustrates, there are several strategies in play for tracking a shopper’s emotional state including facial recognition cameras and volunteer customer tracking via wrist monitors amongst others.

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