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    K-VA-T Signs on With Grocery Shopping Network for Online Advertising

    Food City taps GSN as its exclusive Web provider.

    K-VA-T Food Stores, Inc. is the latest regional grocery chain to join Grocery Shopping Network's (GSN) Ad Network.

    Operating under its well-known Food City banner, the privately held, Abingdon, Va.-based K-VA-T will implement all of GSN's online planning tools. The new component of Food City's Web site is set to launch early this year.

    Consumers that currently use Food City's Web site can expect a big upgrade to the weekly savings area in the coming months, according to company officials, who note the personalized features that will reference past purchase history with a side-by-side review of what's on sale this week. Food City's new Web site will further deliver a unique weekly ad to each household or card holder that opts in to the service. Beyond personalization, the grocer's current online circular will also be enhanced with such features as recipe suggestions and manufacturer coupon integration.

    Ron Bonacci, director of loyalty marketing for the 101-store regional retailer, said: "After many years in the loyalty marketing business for grocery chains, it is apparent to me that Grocery Shopping Network has the best technology to enhance our online presence as well as leveraging our vast loyalty card database." GSN's technology, added Bonacci "will better serve all of Food City's customers on a one-to-one level through the Web by taking the hassle of out finding everything we offer that is relevant to them and their household from our Web store."

    K-VA-T Food Stores operates 101 retail food stores throughout the tristate regions of southeast Kentucky, southwest Virginia, and northeast Tennessee.

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