Domestic service robot specialist VD Robotics (CEO Ham Pan-sik) announced on the 5th that it will conduct a demonstration project starting in August to analyze the applicability of robot-based advertising in distribution sites and the sales conversion effect through collaboration with the National University of Singapore (NUS) and domestic large-scale supermarkets.
This demonstration will be conducted at three large supermarkets in Seoul and Gyeonggi Province for approximately one month, starting on August 4th. The study will expose consumers to the same product using different promotional methods, then quantitatively compare and analyze purchase responses, advertising effectiveness, and sales changes.
Each demonstration location will feature: ▲Gwangjin-gu branch: utilizing robot advertising; ▲Yongsan-gu branch: employing traditional salespeople; and ▲Yongin Suji-gu branch: using a standard display format without separate advertising. The robot advertising will feature VD Robotics' advertising robot, "Ketibot," which broadcasts product advertisement videos to displays and utilizes trays loaded with actual products to perform a mobile promotional function within the store.
Professor Kyung Na-kyung's research team from the National University of Singapore's Department of Computer Science will directly participate in this project. They will measure and analyze purchasing responses by gender and age group, conversion rates relative to product exposure, and sales changes compared to the previous month and the same period last year. The results of this research will be compiled into a scientific paper and published for academic publication.
VD Robotics previously introduced advertising robots to E-Mart Everyday stores in the Seoul metropolitan area, achieving an average increase in product sales of over 90%. Since then, the company has expanded its advertising robot distribution channels to diverse commercial spaces, including shared offices and study cafes, and continues to refine related technologies and services.
Shin Hyun-il, director of the Robot Advertising TF at VD Robotics, said, “This demonstration is an important opportunity to quantitatively analyze how effective robot advertising is compared to existing promotional methods in an actual distribution environment.” He added, “By collaborating with international research institutes to academically prove its effectiveness, we will lay the foundation for robot-based advertising to become established as a new marketing tool in the retail sector.”
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