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NE Supermarket Chain Gets Promotional Scanners

By Jan 15, 2008

Interactive retailing solutions provider Modiv Media said it will install handheld scanner and promotion devices in 100 New England Stop & Shop supermarkets.

Consumers at participating Stop & Shop outlets will be able to check out a Modiv Shopper device—to be known at Stop & Shop as an “easySHOP”—and carry it through the store aisles. They can scan items as they put them into a shopping cart to keep a running total of their purchases and linking to their rewards points in store loyalty programs.

More important for marketers, shoppers can also receive tailored promotions via the device screen based on their individual shopping history, their redemption of coupons and use of loyalty rewards, or their current store location and the items they’ve most recently scanned. For example, a customer who just scanned a bag of tortilla chips could be notified of a special on salsa.

Reaching shoppers at the moment they’re deciding whether or not to put an item into their cart can be crucial for brand marketers, Modiv claims. The company points to research by the Food Marketing Institute that suggests 70% of all grocery shopping decisions are made in the store.

“With our Modiv Shopper solution, retailers can increase sales and customer loyalty through self-service convenience and relevant marketing solutions, while brand marketers can bring real-time, measurable and coordinated media targeting to the in-store experience,” said Modiv CEO Robert Wesley in a statement.

The Modiv-Stop & Shop announcement came yesterday during the National Retail Foundation’s annual convention and expo in New York.