Fareway stores’ digital signage enhances shopper experiences


Fareway stores’ digital signage enhances shopper experiences

New solutions from LG and ADFLOW rolling out at all 125 stores in the Midwest

Michael Browne

With a goal of transforming its original neighborhood meat market concept stores into an improved and inviting modern shopping experience, Boone, Iowa-based Fareway Stores Inc. is deploying integrated signage solutions from LG Business Solutions and ADFLOW in all of its locations. The family-owned retailer operates 125 grocery stores in Iowa, Illinois, Minnesota, Nebraska and South Dakota.

After a successful test in a Nebraska concept store last year, Fareway experienced positive feedback from both employees and customers, the company said. The implementation of the LG 55SM5KE displays and ADFLOW solution not only enabled Fareway to showcase the highest-quality, freshest products available, but also allowed Fareway to transform its meat counter into an immersive and engaging experience that can be easily updated in real-time.

“Increasingly, retailers of every kind of consumer product understand that audiovisual technologies can play an important role in defining the retailer’s brand image for a new generation of technology-centric consumers,” said Clark Brown, vice president of digital signage, LG Electronics USA Business Solutions. “Grocery chains and supermarkets are no exception to this trend. Thoughtfully designed and carefully integrated digital signage solutions can help store management to better engage with and communicate constantly changing messaging to customers more efficiently. This is what the Fareway test proved and it’s why the solution is being expanded to all 125 locations.”

Initially, Fareway installed advanced LG digital signage displays behind the meat market counter in the Nebraska concept store, and now about 60 additional locations have followed suit. The LG 55SM5KE displays feature pricing and sale information as well as engaging tips about health, cooking, food and wine pairings, and quality products that influence the customer’s shopping experience.

The ability to consistently maintain visual updates and marketing materials from a central location was made easy using ADFLOW’s Dynamic Messaging System content management software. Updates can be performed by corporate marketing or at the individual store location, enabling Fareway to provide a more relevant and engaging experience that drives brand awareness, consideration, sales and loyalty.

“We were attracted to the ease in which content can be managed through the LG displays, allowing us to add a more personalized touch while complementing additional marketing materials that highlight our quality selections,” said Fareway’s Vice President-Retail Market Operations Jeff Cook. “Because of the initial success, we’ve started expanding to other departments, adding additional LG displays in the produce section of select locations to continue to bring an elevated experience to our customers in other areas.”

With the new system, Cook explained, Fareway managers also have the capability to repurpose social media, customize promotion templates and highlight seasonal recipes.

The ease of installation allowed Fareway to manage this work in-house, highlighting the value that its employees bring to the family-owned business day in and day out. The team successfully completed the concept store installation on time and continues to implement the solution in additional locations due to the effortless connectivity and seamless user-friendly interface of the LG displays.

“Both ADFLOW and LG have embodied our family values, providing us nothing but exceptional customer service throughout the process,” said Cook. “In one instance, we had a few screens that needed service and LG’s team came out prepared with parts and resolved the problem in one day. It’s clear they have a dedicated service team for the commercial market, providing even more value to their customers.”

As of September 2019, more than half the chainwide store installations are complete, and all remaining stores are scheduled to be upgraded by mid-2020. The new digital signage solution continues to “wow” Fareway customers by enhancing the meat market counter’s aesthetic and informing them of pertinent information, company news and up-to-the-minute pricing.

“The LG displays are the first thing you see when approaching the meat counter,” said Cook. “It was imperative to choose displays for what we needed, and above all, the right partners for maintaining a premium experience while meeting our requirements.”

Source: https://www.supermarketnews.com