Using a display on their trolleys, shoppers in a test in the US will be able to find the products they need and pay for them. The system comes from Microsoft in collaboration with Media Cart.

And of course, by knowing where the trolley is travelling around the store, relevant ads can be placed just as the consumer is passing the right spot. The east coast ShopRite supermarket chain will get the test this summer.

Scott Ferris, general manager of the Advertiser and Publisher Solutions Group at Microsoft, tells us:

“Digital advertising opportunities are expanding rapidly into new areas, as many of consumers’ daily activities, such as shopping, become increasingly ‘connected,’ and Microsoft is committed to working with advertisers and agencies to take advantage of these opportunities as they unfold.”

The shopper will get promotions based on location within the store but that’s the least of it. The whole thing works with loyalty cards, so the store will also deliver suggested shopping lists and promotions based on previous habits. Expect more crashed trolleys and tumbling displays of tall canned goods pyramids as shoppers no longer look where they are going in your local supermarket.

Recently launched Modstream creates text advertising on shopping carts. Via their website, advertisers create messages, select stores, days, day-parts and pay for their campaign. The system works through internet and wifi to deliver messages to the trolleys.

Nice enough, but it’s missing a critical element. Where’s the RFID or Bluetooth signal? With that, the trolley would deliver timely promotional messages in the right aisle. It needs a new level of infrastructure both in terms of hardware and in store management. But I’m sure it’s what clients will be demanding.

Not so long after fuel pump giant Dresser Wayne announced an international fuel pump video roll out, along comes Google to completely overshadow the deal.

Gilbarco Veeder Root’s Encore S fuel pump will be connected to the internet and customers will be able to launch Google Maps to see where they’re headed. And of course there will be a marketing element. Not only will drivers be able to lookup nearby restaurants, hotels and the like. They’ll also be able to print off promotional coupons and driving directions. It’s all driven off the pump’s normal receipt printing mechanisms.

Gilbarco Veeder-Root’s vice president of global retail systems, Kirsten Paust, tells us:

“We believe consumers will prefer convenience stores that deliver useful information and ultimate convenience. Retailers who use these tools will make themselves more valuable to consumers and gain the competitive edge.”