Marketing Pilgrim's "Shopping" Channel

Sponsor Marketing Pilgrim's Shopping Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

3GTV Launches First ‘Smart’ Grocery Store




TV commercials are great for reinforcing a brand preference, but what happens when the TV is off and the consumer heads to the store? If you look at a grocery list, it’s more likely that you’ll see “soda” instead of “Coke” or “coffee” instead of “Tully’s.”

3GTV has a solution and they call it the “Smart” grocery store. The test program, which launches today, involves 9 Bloom grocery stores in the Washington D.C. area. Here shoppers will be shown brand messaging as they shop through the use of digital, shelf-edge displays. The program also is interactive and has the ability to track and measure shopper activity.

PepsiCo, Kraft Foods, and Nestle Purina have all signed on to be a part of the pilot program which could be the next big thing in in-store marketing.

Imagine an interactive tool next to the Macaroni and Cheese that suggests add-ins to perk up the dish. “Pick up a bottle of Pace salsa on aisle two, then mix it into completed Mac and Cheese for a spicy, Mexican twist!” Now it’s not about remembering a product you saw last night during Glee. Now it’s about remembering a product as you walk to the next aisle.

Even if shoppers don’t stop and watch, there’s benefit in even a few seconds of audio as they walk down an aisle. Remember, we’re highly suggestible creatures, so the brand that offers an easy out for dinner at 5:00 on a Wednesday night, is the one that will get the business.

In-store advertising with the 3GTV program has unlimited potential as long as it comes with a price tag all parties can afford. Imagine what you could do with a combination of that and a cell phone. Watch a video in the baking aisle, then punch in your cell phone number and get an instant e-coupon for cents off a cake mix.

I enjoy grocery shopping and I’d be happy to stop, watch and interact with an in-store digital display, as long as I do it before I hit the frozen food aisle, so I don’t end up with Ben & Jerry’s Cherry Garcia soup in my cart!

  • dollieaustin

    Whatever the reason these printable coupons or “Printapon” exist and it is valid to use them, although it can skew the marketing research for which they were intended.