Supermarket Retailers Offer Store-Specific Pricing on In-Store Media

Some supermarket retailers are starting to turn the tables on product marketers by offering them account-specific signage with store-specific pricing.Point-of-Purchase Services (POPS), a program created by Insignia Systems Inc., Minnetonka, Minn., was created to tailor national promotional programs to regional or even local needs with minimal effort. The POPS program allows retailers to offer product marketers a store-specific price on their sign. The sign has a large messaging area so that, in addition to the product logo and price, marketers can add three lines of information, which could include anything from features and benefits to nutritional information.Insignia works with retailers within its POPS organization to design a sign that's consistent with the store's image, including the logo and corporate colors. Product marketers schedule a promotion through the POPS network. They send in their ad copy and other information to Insignia. The company uses an exclusive data system to reformat and forward the promotional message to retailers participating in the program. Retailers then print and place the signs in their stores. Pricing remains current because the new signs are updated as part of the retailer's regular, weekly in-store signage program.Participants in the POPS network currently include Kroger, A&P, Piggly Wiggly, Seaway Food Town, Bashas', ABCO, Lowe's Foods, Southwest Supermarkets, Minyard Food Stores, Harris Teeter, King Kullen Grocery Co., and Grand Union Co.

Supermarket Retailers Offer Store-Specific Pricing on In-Store Media

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