COPPELL, Texas -- Minyard Food Stores here will begin using in-store signage that contains a manufacturer's account-specific message within a retailer-approved design that can incorporate Minyard's own logo.
The shelf-edge signs, supplied by a third-party marketing company, will begin appearing chainwide in March, said Charles Burns, senior vice president of marketing at Minyard. He added that the retailer is still working out the details of its participation in this program.
Each sign promotes a specific product, and contains brand and product information supplied by the manufacturer. In addition, the signage shows a product price specific to each supermarket within a chain, according to a source familiar with the situation. The price information can be integrated directly with the retailer's price files via use of relational databases.
Retailers can have their own logo placed on each sign, and also approve the border design and colors used for the signs, the source noted. The signage is placed for two-week cycles, and the third-party company can work with the retailer to coordinate the placement schedule with the retailer's own weekly advertising schedules, the source added.
The in-aisle signs, measuring 5.5 inches by 7 inches, are placed perpendicular to the shelf edge. For produce and perimeter departments, signs measuring 7 inches by 11 inches are available, according to the source.
The program is run by Insignia Systems, Minneapolis, which also coordinates account-specific signage programs for several retailers, including Kroger Co., Cincinnati; Harris Teeter, Charlotte, N.C.; A&P, Montvale, N.J.; King Kullen Grocery Co., Westbury, N.Y.; Grand Union Co., Wayne, N.J.; and Bashas' Markets, Chandler, Ariz.
