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Stop & Shop Supermarket Co. stores will be the venue for a series of in-store marketing tests to measure the effectiveness of Modiv Media's digital media delivery solutions. Along with Modiv Media, consulting firm Willard Bishop and the Dr Pepper Snapple Group are overseeing the tests, which will start in the second quarter and most likely be completed in the third quarter of 2009.
Employing in-store intercepts, interviews, surveys and point-of-sale analysis, Willard Bishop will gauge the effectiveness of Dr Pepper Snapple Group promotional messages and offers delivered by Modiv Shopper and DeliVision. The objective of the research initiative is to show how brand marketers can boost sales and enhance loyalty with their retail partners through Modiv Media’s digital delivery network.
Stop & Shop features the Scan It! System in over 150 stores. Based on the Modiv Shopper system, Scan It! enables customers to scan and bag their items while they shop, and delivers relevant coupons and promotions based on individual shopping histories and in-store behavior. The Quincy, Mass.-based Ahold USA division also employs Modiv DeliVision, which combines queue optimization, convenient self-service kiosk ordering and targeted promotions delivery in the deli department.
"Modiv Media's solutions represent the next generation of targeted in-store marketing," said Bill Bishop, chairman of Barrington, Ill.-based Willard Bishop. "The opportunity to personalize messages sent to customers in the same store based on their shopping history and in-store behavior is relevant and timely in the world of retail, and a key pillar of the strategy for in-store marketing."
"Defining the value of digital shopper marketing channels is essential as our brand expands the amount of promotional dollars spent in this emerging space," added Al Hermsen, director of customer development at Plano, Texas-based Dr Pepper Snapple Group. "Being able to test and effectively measure the impact of each method and message will result in unique learnings that can be applied across our entire business."
By mid-2009, Modiv estimates that its targeted, in-store digital media network will reach over 1 million shoppers monthly at Stop & Shop alone. The vendor is able to target the right coupons and messages delivered to each customer by combining past buying behavior, in-store location and shopping behavior.
"Modiv Media's solutions are a key component of our customer value proposition," said Bob Anderson, director of customer relationship management at Stop & Shop. "Working closely with our valued brand partners allows us to deliver a superior shopping experience and enables us to glean valuable insight into what types of digitally delivered promotions resonate with the in-store audience."
Other retail clients of Quincy, Mass.-based Modiv Media include Media Giant Eagle; Giant Food, LLC; Ukrop's Super Markets; and Roche Bros. The company's in-store media network features promotions from such brands as Coca-Cola, Unilever, ConAgra and Procter & Gamble.