From Jan 2005..ABC InStore's initial test is being conducted with Kroger, expanded through Kroger's system and then phased into additional grocery chains.
By completion, ABC InStore could surpass PRN in retail stores networked and in traffic exposure opportunity. Having met the mass reach
ante, ABC InStore would differentiate itself by substantively enhancing the consumer experience of its property.
First, ABC InStore will use better technology. Consumers will experience content on 17-inch LCDs and 42-inch plasma screens using
directional sound technology. Leading electronics manufacturers will provide the hardware and Hyper Sonic Sound will solve the audio
problems-bad sound or blaring audio that consumers trapped in line had to listen to repeatedly-that plagued prior in-store network offerings.
HSS directs content to a finite area, essentially "narrowcasting" audio to consumers immediately in front of the LCD screen. Other consumers
in queue aren't forced to listen repeatedly, receiving their personal experience as they step up to the immediate monitor area. The net result is
a better consumer experience, delivering one consumer at a time, in a personal fashion, rather than all at once, with redundancy.
Hot programming such as "Alias" and "Desperate Housewives" provides excellent content possibilities. The changing face of Jennifer
Garner's character in "Alias," Sydney Bristow, extends well to health and beauty content, while Marcia Cross's character in "Housewives,"
Bree Van De Camp, meshes nicely with recipe-friendly heart-of-store content. Daytime and news content will also play well at checkout.
Programming loops will reflect consumer shop time in those store areas. For example, loops will be longer for heart of store and shorter for
checkout. Additionally, ABC InStore will sell and encourage unit lengths reflective of loop and location, better meshing with consumer mind-set
and viewing behavior in those specific environments.
.......
and from post 1606 Mar 2005..
Headquartered in Cincinnati, Ohio, Kroger is one of the nation's largest
retail grocery chains. At the end of fiscal 2004, the Company operated
(either directly or through its subsidiaries) 2,532 supermarkets and multi-
department stores in 32 states under two dozen banners including Kroger,
Ralphs, Fred Meyer, Food 4 Less, King Soopers, Smith's, Fry's, Fry's
Marketplace, Dillons, QFC and City Market. Kroger also operated (either
directly or through subsidiaries, franchise agreements, or operating
agreements) 795 convenience stores, 436 fine jewelry stores, 536 supermarket
fuel centers and 42 food processing plants. For more information about
Kroger, please visit our web site at kroger.com .
SOURCE The Kroger Co.
10Mar05 20:02 GMT
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