Hindustan Unilever (HUL)’s Vim brand is launching Dynamic Product Displays (DPDs), also known as “shelf bots,” for its new Vim UltraPro Floor Cleaner. This AI-powered tool is designed to transform traditional retail spaces into engaging and informative environments, improving the in-store shopping experience and increasing product visibility within the competitive floor cleaning category.
This two-month activation is a joint venture with Reliance Retail Group and will be featured in the top 100 Reliance stores across more than 15+ cities (ie. Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, among others). The launch coincides with the Q4-2024 India launch of the Vim UltraPro Floor Cleaner, a unique innovation that delivers benefits due to a combination of probiotics technology & superior formulations.
Speaking about the technology and its role in innovative marketing and driving consumer engagement and sales, Srinandan Sundaram, Hindustan Unilever (General Manager: Home Care India), said, “This initiative underscores HUL’s commitment to innovation and providing consumers with a superior shopping experience. The DPD’s represent a significant advancement in modern trade marketing, setting a new standard for in-store engagement and product discovery.”
Strategically placed in modern trade stores, these DPD’s utilize motion detection technology to engage shoppers. As customers approach, the robotic arm activates, using motion, lighting, and audio to deliver key product information. This creates a memorable and informative experience, differentiating it from traditional shelf displays.
The DPD deliver localized audio messages highlighting the key benefits and superior cleaning power of the new Vim UltraPro Floor Cleaner. This targeted approach ensures clear and relatable communication, enhancing consumer understanding and purchase consideration.
HUL anticipates approximately 200+ interactions per day per store, leading to increased consumer engagement and dwell time. This innovative approach underscores HUL’s commitment to investing in the growth and success of this new category.