Kroger has entered into a multi-year agreement with the In-Store Broadcasting Network to provide a television network for customers in more than 2500 Kroger-owned stores across the country. The satellite-delivered network uses plasma and LCD screens located in key locations throughout the store to deliver information about new products, services, cooking tips and special promotions. Kroger community service and relevant entertainment segments are also highlighted.
Kroger now can coordinate messages delivered to customers via multiple channels of in-store radio and television, according to Evan Anthony, Kroger corporate vice president of marketing and advertising. The system allows for customization by store, group of stores or other categories, and content can be triggered by weather, day-part and other variables.
Installation of the network over the next 18 months eventually will expose more than 68 million shoppers to in-store media every week, according to IBN and Kroger projections.
Kroger’s reach and customer demographics represent an important U.S. retail segment, commented George Wishart, president of IMS Media Solutions, a research division of VNU, noting that Kroger and IBN are designing in-store audience metrics that are appropriate for media planners and buyers.