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Brands are increasingly testing digital technology to pitch consumers while they’re in stores. Take Procter & Gamble, which this week will start targeting shoppers in the digestive health sections of 410 Walmarts with video ads for Pepto-Bismol and ZzzQuil.
When Walmart shoppers use a SoloHealth touchscreen kiosk, they’ll be asked to provide their gender, age and ethnicity before getting served a Pepto or ZzzQuil video spot tailored to them. The P&G brands will also ask consumers to provide email addresses and cellphone numbers in exchange for coupons and information about their health based on the kiosk’s features (weight, body mass index, blood pressure, vision screening, risk assessment) sent to them electronically.