Technology Food Retailers Fourteen Harris Teeter stores in the Charlotte, N.C., metro area will pilot A3 MediaCo LLC’s SocialShelf solution. The 90-day market test kicks off this month. SocialShelf is an in-aisle and e-commerce consumer engagement tool that supplies shoppers with relevant information on smaller and midsize brands before they make their final buying decision.
“Nothing is forced on the consumer or intrusive in any way,” explained Frank Gussoni, co-owner and CEO of Trooper, Pa.-based A3 MediaCo. “It’s on-demand and very social in nature. It’s not meant to be slick or salesy.” The solution is an advertising resource that aims to build brand loyalty and allow smaller quality companies to compete with larger national brands while paying only for actual results. Retailers that use SocialShelf in their stores can gain greater insights on consumer shopping patterns as well as receiving additional consumer information. “The data provided to retailers using the service allows them to track customer flow, shopping behaviors and customer interests all on a daily or product basis” noted Gussoni.
SocialShelf was piloted in The Giant Co. stores in December 2021. The solution has also been executed in one of New Jersey’s largest chain alcohol locations, Bourbon Street Wine & Spirits. Currently, SocialShelf is in negotiations to introduce SocialShelf in the alcohol aisles of an as-yet-undisclosed “major retailer” in 150-plus stores across several states, beginning in the fourth quarter of 2022.
Matthews, N.C.-based Harris Teeter, a wholly owned subsidiary of The Kroger Co., employs about 35,000 associates at 250 stores and 60 fuel centers in North Carolina, South Carolina, Virginia, Georgia, Maryland, Delaware, Florida and the District of Columbia. Cincinnati-based Kroger is No. 4 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America. Carlisle, Pa.-based The Giant Co.'s parent company, Ahold Delhaize USA, is No. 10 on The PG 100.