News America Marketing is giving voice to in-store displays with “audible ink.”
The company’s SmartSource ShelfTalk and FloorTalk display vehicles have added AudioInk that lets shoppers hear a message when they touch the display.
Conductive ink is used to print shelf and floor ads; when shoppers touch an ad, it relays a signal (normally carried by traditional wiring) that activates an audio message. One ad can carry multiple messages to target different shoppers.
“Because the electronics are actually printed, it’s a remarkably durable and cost-efficient way to get the customer’s attention in the aisle,” said Executive VP-marketing Jesse Aversano in a statement.
SmartSource works with specialty printer t-ink, Inc., New York City, which uses traditional printing methods to print circuits directly on paper.
First work hits stores in spring 2005.
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