Headlines

Staples to Introduce In-Store Media Program

Campaign will feature supermarket-type coupon machines, shelf messaging and sampling

Published

15 years ago

January 5, 2009

VMSD Staff

Staples Inc. (Framingham, Mass.) has announced a partnership with News America Marketing (New York) to put newly designed coupon machines, shelf messaging, floor ads and sampling programs in more than 1500 Staples stores nationwide. The in-store media will launch this month.

“We hope it helps our customers learn more about featured products and calls attention to the great deals we offer throughout the store,” said Vinnie Servello, Staples’ vp, retail store promotions.

News America Marketing, a subsidiary of Rupert Murdoch’s News Corp. (New York), has traditionally focused on the supermarket, drug and mass merchandise segment for such clients as CVS, Rite Aid and Kroger.

“The challenges of in-store marketing at Staples are really no different from those encountered in the other classes of trade where we do business,” said News America president Chris Mixson said. “Our clients believe that it's as important to advertise aisles away as it is miles away.”

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