“The smart carts were prepared to “talk” with the gondolas, allowing the system to suggest combinations with the products while the customer makes his purchases. The system starts the moment the customer places a jar of Hellmann's mayonnaise in the cart.

"At least 70% of decisions are taken at the time of purchase within the point of sale", explains Fernando Kahane, marketing manager at Hellmann's. The technology that allows this interaction was developed by the Cubocc agency and was named “Near Food Communication”, in an allusion to the meaning of the acronym NFC (Near Field Communication).”