Exclusive: MessageWrap Installs Printed Conveyor Belts at 10,000th Store

MessageWrap’s parent company Handstand Innovations has exclusively told the Path to Purchase Institute that it has officially rolled out its patented printed conveyor belt covers at checkout to 10,000 stores. The conveyor belt ads offer full-color printed messaging at a high-traffic area of the store as an in-store marketing tactic. 

“With consumers wearied by over-messaging in their day-to-day lives, many retailers have reduced their in-store signage and moved toward cleaner in-store experiences with a focus on limited, high-value messaging,” Nathan Vanderploeg, MessageWrap’s CEO, said in a press release, shared first with the Institute.  “Our clients have discovered that MessageWrap’s high-profile positioning results in shopper awareness and recall that far outperform other in-store signage on a per-dollar basis.” 

Since MessageWrap’s full launch in 2015, conveyor belt ads have been installed across a slew of retailers, including 30 that were ranked in P2PI sibling brand Progressive Grocer’s annual list of top retailers in North America. Albertsons Cos., Ahold Delhaize, Giant Eagle, Stater Bros., BJ’s Wholesale Club, Coborn’s and Meijer are some retailers ranked on the 2023 “The PG 100” that feature current MessageWrap installations.

[Also Read: Target Embraces Conveyor Belt Ads]

Recent retailer campaigns/initiatives that have leveraged the company’s ads at checkout include:

• Ahold Delhaize’s “Planet Hannaford” sustainability initiative,
• Giant Eagle’s myPerks loyalty program,
• Stater Bros. Markets mobile-integrated loyalty program Digital Deals,
• An unnamed club operator’s new affinity credit card program,
• An installation in more than 1,000 stores promoting an unnamed “top” retailer’s e-commerce and grocery pickup offerings, and
• Co-branded programs with Procter & Gamble, Kraft Heinz, DoorDash and Instacart. 

Looking ahead, the company says it sees the use of MessageWrap continuing to evolve.

“MessageWrap started by promoting a lot of shopper loyalty and e-commerce promotions, and we’re continuing to do a lot of that,” Vanderploeg added. “Now, we’re seeing more mobile-integrated campaigns, bridging the in-store experience with digital, and connecting to retailers’ mobile apps, e-coupons and retail media offerings. We’re seeing a major expansion of retailers using MessageWrap to drive incremental purchases at checkout and on digital platforms, such as lottery promotions and co-branded programs with CPG partners.”