which sells organic and natural products
finds itself in a dilemma: its founders want to continue the tradition of advertising their specials on print shoppers
which has paid off for decades. The son of the founders identifies the competition (the megastores) as real threats to the business due to their bargaining power and the volume purchases they make from their suppliers
which allow them to offer discounts to the buyer. The son has an innovative idea that requires an initial cash outlay of about $100
000 for the entire infrastructure. He hopes to achieve a unique customer experience using digital marketing on social media and an augmented reality app. Once a person downloads the supermarket application and provides their data
their consumption habits in the store begin to be recorded and on their next visits they will be able to point their cell phone camera at any part of the supermarket and they will find Cyber-Specials
which are exclusive offers that specifically appeal to the tastes of the people who will have the application. For example
the application knows that I like dried mangoes and when I point my cell phone towards that gondola
I will get a Cyber-Special with which I can buy 1 package and the second one is free. Nowhere else can I find that offer other than through the augmented reality app.
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