BLOOM PUTS SCANNERS IN FIFTH STORE IN REVERSAL

Michael Garry

WASHINGTON -- After deciding not to offer "Personal Scanners" in its fifth Bloom store opened last October, Food Lion reversed course and added them to the store earlier this month because of customer requests.

Susie McIntosh-Hinson, concept creator, IT, Bloom, told SN about the new plans after a session on Bloom she participated in at Food Marketing Institute's Marketechnics show at the Washington Convention Center last week.

Food Lion opened five Bloom stores in the Charlotte, N.C., area, including the fifth one in Charlotte, between May and October 2004. The first four offered the Personal Scanner, a handheld device from Symbol Technologies, Holtsville, N.Y., which lets shoppers scan purchases as they shop, creating a running tally before paying at the checkout.

In the fifth Bloom store, Food Lion wanted to leave out the device "just to see" the reaction, said McIntosh-Hinson. It was added Feb. 9 following requests by customers. Bloom stores are also equipped with other devices aimed at improving shopper conveniences, including several kiosks.

McIntosh-Hinson said the Personal Scanner is used by about 20% of shoppers before dropping to a lower level she did not define. "There is a group of shoppers that love it and will not shop without it," she said. Food Lion, she noted, is "directionally, but not totally" committed to offering the devices in the future.