KROGER TO TEST ELECTRONIC DISPLAYS

CHRIS O'LEARY

CINCINNATI -- Kroger Co. here will test a computerized shelf display system designed to increase the flexibility and efficiency of item promotions.

With the new wireless system, Kroger and participating manufacturers will transmit promotional data from an office computer system to a liquid crystal display on store shelves. The test is to begin this month at a store in Westchester, a suburb, according to a source.

Items chosen for the pilot will be offered at discount prices and advertised on the strategically placed signs, which are disc-shaped and extend about 6 inches from the shelf. When consumers bring promotional items to the checkout, the store's point-of-sale system will automatically discount the featured product.

The Kroger pilot will use 20 display units of the PromoSign system, manufactured by Comark Technologies, Elk Grove Village, Ill. Ten of the signs will feature store-brand promotional items and the others will spotlight the products of participating manufacturers.

During the test, Kroger will track promotional item movement to determine if the signs increase sales and will conduct surveys of consumers' reactions, the source said. The new system will give, Kroger, as well as manufacturers who purchase the signs, more control over their promotions.