SALISBURY, N.C. — Food Lion here expects to run a pilot of the 3GTv Networks at 9 Bloom stores in the Washington, D.C. area in early November, according to Automated Media Services, the developer of 3GTv Networks, described as out-of-home form of television.
A spokesperson for Food Lion, a Delhaize Group company, confirmed that the 9-store pilot would take place but would not confirm a specific start date.
This follows the announcement last month that the Allendale, N.J.-based company commissioned Bradley University to conduct best practice research in conjunction with the pilot.
The research will examine the best way to utilize video and other digital media to connect with shoppers and enhance the in store shopping experience as well as the optimal strategies for the wider rollout of 3GTv in 2011, according to a company press statement.
Companies participating in the 3GTv Bloom pilot will be invited to join a research committee whose members would help formulate the research agenda and tailor studies to particular areas of focus.
Intelligence gleaned from the research may also help inform product placement and store layout for retailers to maximize merchandising opportunities.
“Research has played a vital role in 3GTv’s development, and as we move from the lab into the store, this research program will allow us to apply new insights to the improvement of our media technologies,” said Bob Wolinsky, chief executive officer of AMS, in the prepared statement.
“The goal is to take the known science and art of media and television and discover the important qualities that can make marketers’ efforts more predictable and efficient, while providing shoppers with the best possible experience.”
