Albertson's Partners With PRN And SignStorey For U.S.-Wide Store Network

04/26/2005

Albertson’s, one of the world’s biggest retailers, is to install a multi-channel store-wide digital-signage solution across the United States.

Its new in-store media offering will run in two formats, the company says: 15-inch flat-panel LCD screens at each checkout lane, and 42-inch plasma screens in select areas within the store.

The new network will roll out this spring in Albertson’s stores in San Francisco, Jewel-Osco stores in Chicago, and Shaw's and Star Market stores in Boston. Other markets will follow throughout 2005, according to the firm, which is the third-largest U.S. supermarket chain and the world’s sixth-largest retailer.

Albertson’s has partnered with Premier Retail Networks (PRN) and SignStorey International, two established North American network operators, to deliver distinct programming to different areas of its stores. PRN, already a major player in retail digital signage as operator of Wal-Mart TV, will install and manage a checkout-lane network. PRN will provide programming and sell advertising for this network, which will be broadcast at eye level to customers waiting in line.

Connecticut-based SignStorey, a supplier of in-store digital-advertising networks to supermarkets, will install and manage the network elsewhere in the store, consisting of 42-inch plasma screens located along the perimeter of the premises. SignStorey, which provides digital-signage solutions for existing retail clients including Price Chopper and Pathmark, will provide programming and sell advertising for the network.

"We are always looking for new vehicles through which we can build stronger relationships with our customers," said Paul Gannon, chief marketing officer at Albertson’s. "This new store-wide media system will help make our customers' lives easier by providing them with relevant information and solutions throughout their visits to our stores."


Marketing with sight, sound and motion

According to SignStorey CEO Virgina Cargill, programming on the perimeter network will provide shoppers with specific information about Albertson’s as well as food-preparation tips, hospitality ideas, health-and-wellness advice and other relevant messaging.

Natalie Egleston, general manager of PRN's Supermarket Network, described the combined networks as a “relationship-marketing vehicle” to connect with consumers throughout the store using sight, sound and motion.

The announcement from Albertson’s –- which operates more than 2500 stores and employs more than 240,000 employees through its divisions and subsidiaries across the U.S. –- is a significant development in the digital-signage sector, marking the endorsement of the medium by another major retailer.

The launch of this multi-channel digital-signage network follows an announcement earlier this year by Wal-Mart that it is upgrading its TV offering to include separate channels at the checkout lane as well as separate programming for different departments throughout its stores.