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NEW STANTON, Pa. - Shop 'n Save Supermarkets has partnered with DMR Networks to create the Shop 'n Save Television Network (SNSTVN) in an effort to address long waits at the checkout line.
Twenty Pittsburgh area stores in five counties currently have the 13" LCD screens installed at their checkout stations. The programming consists of a targeted blend of world and national news, sports scores, weather, business news and lifestyle and health news programming designed to captivate, entertain and inform shoppers while they wait. In addition, space is made available to charities and other non-profit organizations.
The program is updated throughout the day so that on each visit, Shop 'n Save customers get new information. The length of the program is based on the national average time a grocery customer waits in line.
"As the demand for instant communication continues to grow, SNSTVN helps keep our customers informed on a local and national level," said Bob McCartney, vice president of retail marketing for Shop 'n Save. "It also makes the grocery checkout process a more positive experience."
In what is known as digital out-of-home marketing, studies done by DMR Network Services show that there is a recent boom in digital out-of-home media. As people's lives become more hectic, they spend less time at home with traditional media vehicles, citing that even traditional roadside billboards are starting to give way to smaller, digital screens that can be used both indoors and out as a more targeted medium. The research goes on to point out that SNSTVN's stopping power -- or the length of time the image is viewed -- is five times longer than for traditional advertising.
"It's a powerful advertising tool for us and for outside sponsors," McCartney noted. "Not only do customers tell us that they recall a greater number of the promotional and branded messages, but they remember them in greater detail. What's more, customers feel that digital multimedia messaging is more contemporary, fun, and entertaining -- thus enhancing their overall product or service brand experience." McCartney said a total of 10 more Shop 'n Save locations are scheduled to have the SNSTVN programming installed by January 2003.
Locally owned and operated Shop 'n Save supermarkets operate within Western Pennsylvania, Eastern Ohio, and West Virginia.