Target: Mondelez International CEO Irene Rosenfeld
Goal: Protect consumer privacy in retail giant Mondelez’s grocery stores
Retail giant Mondelez (previously known as Kraft Foods) recently announced plans for developing a Smart Shelf to install in stores around the world. The basic idea is that sensors will be placed in the shelves so Mondelez employees can monitor customers’ reactions to their products. While the attempt at gaining consumer insight is understandable, this practice it is far too invasive, as shoppers are spied on by unknown persons while trying to purchase groceries. Tell the CEO of Mondelez, Irene Rosenfeld, that you do not support the plans for a Smart Shelf.
The plan is to install shelf sensors that will track the customer as they shop. Weight sensors will notify Mondelez if a potential consumer has picked an item up from the shelf. The company responds accordingly by playing an in-store commercial or producing a coupon for that item, encouraging the customer to buy it. Mondelez is trying its hardest using these invasive techniques to convince the consumer to buy their Oreos, Nutter Butters, and Chips Ahoy!, to name a few.
While the sensors do not take a photo of the person’s face, they do track customers’ movements. A spokesperson from Mondelez stated the system is designed to “engage and influence the purchase decision by delivering a targeted shopper experience.” The clear problem is that this company’s desire to “influence the purchase decision” has crossed the line with the Smart Shelf. The purpose of advertising through print, TV, and online is to entice customers. Planting sensors in grocery shelves is simply spying and should not be allowed.
Sign the petition below to ask CEO Irene Rosenfeld to halt Mondelez International’s plans for installing Smart Shelves across the world. It is an invasion of privacy and crosses the line of advertising by far.
Dear Irene Rosenfeld,
I recently learned about Mondelez International’s intention to install Smart Shelves in grocery stores around the world. I know your intention is to access your customer in new and different ways, but this action crosses the line. It is an invasion of privacy and should not be implemented.
One of your representatives stated the purpose behind the idea is to further engage and influence a customer’s purchasing decision. However, this latest project features sensors which track every move a person makes in the aisle, as well as detecting if they have picked one of your items up from the shelf. This is not reaching your customer. This is spying on them. If you want to understand your consumer better, there are proper advertising channels that can be used.
Please discontinue the company’s plans for installing Smart Shelves and instead find a better, more respectful way to engage your customers.
[Your Name Here]
Photo Credit: Clemens v. Vogel-Sang via Flickr