Kroger TV

The Kroger Co. (Cincinnati) has announced it will introduce a television network for customers in more than 2500 Kroger-owned stores across the country.

To facilitate this, it has signed a multi-year agreement with InStore Broadcasting Network (Salt Lake City), which deploys what it calls “Perfect Media,” a synchronized, integrated media combination of audio, video and other targeting technologies that deliver in-store advertising messages.

The satellite-delivered network will use plasma and LCD screens located in key locations throughout the stores to deliver information about new products, services, cooking tips and special promotions. Kroger community service and relevant entertainment segments will also be highlighted.

“We are very pleased that IBN, our current in-store radio network provider, worked with us to develop this new communication product that will enhance our customers’ shopping experiences,” said Evan Anthony, Kroger corporate vp, marketing and advertising. “We can now coordinate the messages brought to our customers through both in-store radio and television. For the first time, we can combine in-store radio and TV to deliver what we call ‘perfect media,’ with multiple channels in each store displaying fun, exciting and relevant content focused exclusively on our customers.”

“First and foremost, we wanted to make sure that Kroger customers like this combined service,” said IBN ceo Robert Brazell. “Our studies clearly show that when [consumers are] presented with concise, relevant communications inside a store, they appreciate the suggestions and information. Our in-store radio has been a trusted medium for retailers and shoppers for many years, filling the store with music and messages. Now TV screens will help to bring sight and motion to that familiarity.”

Installation of the network will take place over the next 18 months. It is projected that more than 68 million shoppers will be exposed to in-store media every week.

IBN’s patented Perfect Media concept synchronizes in-store audio and in-store television coupled with transaction results. The system also allows for customization by store, group of stores or other categories. The capability to trigger content by weather, day-part and other variables is also built into the system.