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In an effort to build closer connections with shoppers, Hy-Vee has gone digital with flat panel televisions in many of its Midwest stores. Dubbed Hy-Vee TV or “HVTV,” the in-store TVs offer available products, sale items, cooking advice and recipes, as well as health tips, according to local press reports.
Although Hy-Vee did not respond to Progressive Grocer’s request for further information by presstime, company spokeswoman Chris Friesleben was quoted in local reports as saying: “We rolled it out in certain areas as a trial and got very good [customer] reception.” Friesleben added that the new HVTVs are an effective way to communicate “very quick messages” with the West Des Moines, Iowa-based grocer’s customers.
The TVs were reportedly first introduced and tested in some of the chain’s stores about two years ago. Marketing specialist Heather Mitchell was also quoted in a local report as saying that the 225-store chain aims to have HVTVs installed in many more stores later this spring.
The employee-owned Hy-Vee has supermarkets in seven Midwest states, including Iowa, Illinois, Kansas, Missouri, Minnesota, Nebraska and South Dakota.