Conveyor belt ads coming to Stater Bros. Markets to boost loyalty membership

Stater Bros. Market shoppers will soon get a nudge at the cash register—through the use of conveyor-belt advertising service MessageWrap—to join the grocer’s Digital Deals loyalty program. 

The San Bernardino, California-based grocer will apply the ads to cashier conveyor belts at all 170 of its stores based in Southern California, according to a MessageWrap announcement Wednesday.  

The Digital Deals program enables customers to apply digital coupons at checkout. Shoppers can scan a QR code on the conveyor-belt advertisement to join the program.  

"The checkout conveyor belt has traditionally been a plain, black, utilitarian conveyor of groceries," said Stater Bros. Markets Senior Vice President of Marketing and Chief Marketing Officer Rebecca Calvin in a statement. "MessageWrap lets us transform it into an eye-catching conveyor of messages to a captive audience. We're excited to explore other opportunities where we can engage with our customers using this innovative new tool." 

Grand Rapids, Michigan-based MessageWrap was founded in 2011 and touts that its conveyor belt ads also serve to reduce the transmission of viruses and microbes because of their antimicrobial coating. The company notes that it is the only in-store advertisement guaranteed to have a store associate right next to it.

“We are thrilled to be partnering with Stater Bros. on this innovative marketing campaign,” said MessageWrap CEO Nathan Vanderploeg in a statement. “Their use of QR codes on MessageWrap seamlessly bridges the digital and in-store experience at the highest traffic point in the store. This creative deployment puts them on the cutting-edge of MessageWrap and Checkout Experience innovation.”