Clever 2.0 – Retail Media on the shopping cart
A screen on the cart handle that displays a message matched to the store zone the customer is in right now. The ad reaches shoppers at the moment of decision – one metre from the product.
CLEVER - Retail Media
Retail Media is one of the fastest-growing segments of the advertising market. In Poland it is estimated at around PLN 2 billion, and more than 20% of FMCG companies’ marketing budgets already go to this channel. The reason is simple: the final decision about which product to choose is made in the store, at the shelf.
Clever 2.0 brings communication to exactly that place. A screen mounted on the cart handle accompanies the customer throughout the shopping trip and displays content matched to the zone they are currently in. A yoghurt promotion appears in the dairy aisle, and information about a complementary product shows up where the customer can reach for it straight away.
As a result, the message stops being a random ad and becomes a natural part of the shopping journey. For the retailer, this means sales support and a new revenue stream; for brands – contact with the customer at the moment they are most open to buying.
But Clever 2.0 is more than a media carrier. The platform collects data on how customers actually move around the store and generates heatmaps that help optimise the sales floor layout, product displays and campaign effectiveness.
Advertising right at the shelf
See how Clever 2.0 matches content to the store zone.
Clever - Retail Media features
Screen on the cart handle – a media carrier in the customer’s field of view throughout the shopping trip.
Location-based content – the message changes with the store zone the cart is in.
Digital signage – central management of campaigns and broadcast schedules.
Traffic heatmaps – data on how customers actually move around the sales floor.
Shopping path analysis – insight into which way and for how long customers move through the store.
Fits existing carts – no need to replace the fleet or rebuild the store.
One-day installation – installation does not disrupt the store’s daily operations.
Low energy consumption – batteries need charging about once a month on average.
BENEFITS
For retailers
A new revenue stream – advertising space on carts becomes a product the retailer can sell to brands and FMCG manufacturers.
Sales support – contextual messages support cross-selling, up-selling and a higher basket value.
Private label promotion – an in-house communication channel fully controlled by the retailer.
Customer traffic data – heatmaps help design a more effective store layout, optimise displays and improve in-store navigation.
No investment in a new fleet – the system works with the carts already in the store. Installation takes about one day.
Low running costs – the devices use little energy, and batteries need charging about once a month on average.
For brands
Contact at the moment of decision – the message appears when the customer is standing at the shelf choosing a product.
Precise context – broadcasts are tied to a specific store zone rather than general reach.
Measurability – a campaign can be linked to traffic data for a given store zone.
No advertising clutter – the message does not compete with a dozen other messages at the same time.
How Clever 2.0 works
1. Installation – the screen is mounted on the handle of an existing shopping cart.
2. Zone tagging – selected store zones are marked with beacons, so the system recognises where on the sales floor the cart currently is.
3. Broadcast – the screen shows the content assigned to that zone: a promotion, a complementary product or a brand message.
4. Data – cart movement around the store feeds heatmaps and shopping path analysis.
What you can use Clever 2.0 for
FMCG manufacturer campaigns – selling advertising space to brands present in the store.
Cross-selling and up-selling – suggesting a complementary product exactly where the customer can reach for it.
Time-limited promotions – messages launched according to the promotion schedule.
Private labels – building awareness of the retailer’s own products in key store zones.
In-store navigation – helping customers find categories and products.
Layout optimisation – sales floor layout decisions based on real traffic data.
Where Clever 2.0 works best
Retail chains and supermarkets – high footfall, an extensive layout and real potential to monetise advertising space.
Hypermarkets – a long shopping path on which the customer passes through many zones.
DIY and Cash & Carry stores – large spaces where navigation and product suggestions are particularly valuable.
Chains with a strong private label – their own communication channel without intermediaries.
Retail Media in numbers
~PLN 2 billion – estimated value of the Retail Media market in Poland
over 20% – share of Retail Media in the marketing budgets of FMCG companies
approx. 1 day – time needed to install the system on an existing cart fleet
once a month – average battery charging frequency
See Clever at a Leclerc store
See the case study from a Leclerc store
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