Television While You Wait

Wakefern Food Corp. (Elizabeth, N.J.), the operator of the ShopRite supermarket chain, has announced it will install an in-store television network at checkout lanes in select locations.

The network will be provided by Premier Retail Networks Inc., the wholly owned subsidiary of PRN Corp. (San Francisco).

In the fourth quarter of 2004, the PRN Network is expected to debut in more than 140 ShopRite stores located throughout the New York and Philadelphia market areas, respectively the Number One and Four designated media areas according to AC Nielsen research.

Third-party research has found that approximately 84 percent of viewers surveyed at ShopRite say the network is “a good thing to have” and that the programming was “informative.” Programming and advertising on the PRN Network in ShopRite stores will be a mix of tips and information customized for shoppers. Planned broadcast content includes segments from the Food Network, Discovery Health, Oxygen Network and In-Style magazine, among others. In addition, news, sports headlines and weather by store zip code will be updated automatically throughout the day, using wireless digital network technology.

“We are always looking for new and innovative ways to improve our customers’ shopping experience, “ said Bill Crombie, vp, corporate merchandising and advertising, for Wakefern, the merchandising and distribution arm of ShopRite. “After completing a pilot program in our stores for weeks, we found that PRN offers a great option for us to connect with our shoppers in a meaningful way that builds more loyalty and trust in our brand. Our shoppers have told us that they ‘love the screens’ because they provide news, weather and product information while checking out of the store.”