Eye on Retail: A grocery chain’s creative checkout
Stater Bros. Markets is communicating with shoppers at checkout in a new way.
The largest privately-owned supermarket chain in Southern Californiais deploying the MessageWrap conveyor belt advertising solution at all of its 170 stores. Stater Bros. is using the antimicrobial, color checkout conveyor belt covers with messaging in both English and Spanish to promote its Digital Deals shopper loyalty program.
The Digital Deals program enables shoppers to redeem digital coupons with a unique ID number they can enter at checkout. To streamline signup, the MessageWraps feature a distinct QR code that shoppers can scan to enroll in Digital Deals directly at checkout.
Stater Bros. plans to roll out a second MessageWrap marketing program across all of its stores later in 2023, the theme of which has yet to be announced.
"The checkout conveyor belt has traditionally been a plain, black, utilitarian conveyor of groceries," said Stater Bros. Markets senior VP of marketing and chief marketing officer Rebecca Calvin. "MessageWrap lets us transform it into an eye-catching conveyor of messages to a captive audience. We're excited to explore other opportunities where we can engage with our customers using this innovative new tool."
“We are thrilled to be partnering with Stater Bros. on this innovative marketing campaign,” said MessageWrap CEO Nathan Vanderploeg. “Their use of QR codes on MessageWrap seamlessly bridges the digital and in-store experience at the highest traffic point in the store.”
Based in San Bernardino, Calif., Stater Bros. Markets operates 170 grocery store locations.
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This article appeared first in ChainStoreAge.com, a sister publication of HBSDealer.
