Ralphs’ red light special
Here’s the latest gizmo for shopping carts: Klever-Kart puts an LCD display on cart handles, and promotion offers scroll by as shoppers stroll the aisles. Offers are triggered by a computer device mounted on-shelf. As the shopper nears a featured item, the system cues a flashing red light on-shelf and a soft chime and visual message on the cart. Shoppers can also access a store directory. Ralphs Grocery Co. installs the system in 10 stores next month. Klever Marketing, Salt Lake City, is negotiating with other retailers and at press time had signed no manufacturers. The system boosted incremental product movement 47 percent in one Salt Lake City store during its ’97 beta test. Klever plans to add paperless couponing (users touch the screen when an offer is displayed, and it’s automatically redeemed at checkout) next year. A frequent-shopper overlay called Klever Kards lets shoppers swipe their loyalty cards on the cart to trigger personalized offers based on purchase history. ! That’s slated for a late 2000 in tro. More information: Klever Marketing, 801-322-1221 or kleverkart.com.
