The intelligent trolley: New digital personal assistant could trigger in-airport spending rise

DENMARK. Intelligent Track Systems (ITS) has launched a digital personal assistant of the same name for use by air travellers as an information gateway between check-in and departure gates. A major part of the system’s aim is to increase in-airport retail spend.

Using the ITS, users can access routes, departure times, departure gates, product promotions, tax-free shopping guidelines and other relevant airport information in their preferred language.

The luggage-carrying Intelligent Track Systems trolley has a tablet attached which gives a range of pertinent air traveller information

The system is accessed through an ITS-programmed tablet, which is placed on a bespoke ITS trolley or an existing airport or shopping trolley. It is activated by passengers via scanning their airline boarding cards.

“ITS data empowers retailers and their brand partners to make more intelligent retail decisions based on hard facts” – Blue Partner Thomas Kaneko Henningsen

The ITS has the capability to profile travellers’ shopping experience by tracking their behaviours. The data – collected via a passenger’s movement with the trolley and their interaction with the software – can be accessed in real-time, allowing retailers to tailor brand advertising and product promotions according to travellers’ profiles.

The Intelligent Track Systems tablet display combines airport information with shopping options

ITS has appointed Copenhagen-based business development consultancy Blue to develop its footprint in airports and travel retail. Blue Partner Thomas Kaneko Henningsen said of the new system: “Travellers can store their carry-on luggage and shopping bags on the trolley while navigating what the airport has to offer using ITS hardware installed on the trolley.”

He said the innovation will appeal to a broad range of passenger types, including parents travelling with children or the travellers who face language barriers. “ITS lowers information barriers,” he added.

Henningsen also emphasised the benefits of the ITS for retailers: “Information gleaned from the ITS means retailers can assess how travellers navigate in-store areas along with tracking dwell time. ITS data empowers retailers and their brand partners to make more intelligent retail decisions based on hard facts.”

To ensure meeting COVID-19 hygiene standards, ITS supplies participating airports with a dispenser station in which trollies and their tablets are parked, wirelessly recharged and disinfected using UV-C light. By using this method, cleaning doesn’t rely on harsh chemicals or staff to disinfect the trollies by hand, thereby reducing operating costs, the manufacturer noted.

The digital personal assistant helps the user to easily navigate their way around the airport

Intelligent Track System CEO Morten Pankoke said: “We live in a world where travelling and shopping must be hassle-free. Our trollies make it easy for travellers to access critical information helping them navigate airports in the fastest and simplest way.

“Whether you need your favourite fragrance, steak and red with your colleagues, or just want to go directly to your gate, ITS’ intelligent trollies provide that much needed overview.”

ITS has already successfully piloted its system with the French supermarket chain Carrefour. Pankoke, who said he sees significant potential for his product in the airport market, claimed that the pilot scheme has prompted about one in four users to buy products advertised and promoted via the intelligent trolley’s screen.

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