Observant shoppers will have spotted new digital advertising signage in the Sapphire Marketplace.
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The more eagle-eyed among you will also have noticed each of the three signs incorporate a small camera.
It’s understood the technology can be used to track shopper’s movements and habits in order to deliver targeted advertising to individuals as they walk past the signs.
However, Sapphire Marketplace management said the cameras are not in operation.
In response to queries from the Bega District News, centre management said “the camera functionality is disabled on all digital signage at Sapphire Marketplace and there are no plans to activate it”.
“As technology continues to be enhanced, more capability is added to the technology solutions used in shopping centres, including digital signage,” the spokesperson said.
“Digital signage which is camera-enabled can leverage this technology to create a more personalised experience for shoppers.
“While this capability is relatively new to the market, not all shoppers desire this level of personalisation in digital signage.”
Supplier Shopper Media states on its website it “offers a complete digital solution with its Smartlite advertising panels”.
“The Smartlite is a 55'' stylish digital screen with state of the art hardware components designed to integrate seamlessly into each centre.
“Shopping centres are provided a better understanding of who uses the centre, why, how often and where they spend most of their time. When armed with this detailed level of consumer information, shopping centres can effectively build the link between social interaction, community and retail in their centre.”