Wakefern Shopping Carts Enter Digital Age

Wakefern Food Corporation, MediaCart Holdings and Microsoft Corp. recently revealed details of a nine-month, next-generation computerized shopping cart pilot for potential rollout to all ShopRite stores. The early pilot, conducted in ShopRite stores in 2007, provided insights from both the consumer and retailer that were adopted in the next-generation product. Microsoft's Atlas Division provides video ad serving on the MediaCart grocery cart screen, giving advertisers the opportunity to reach shoppers at the point of purchase and providing ShopRite customers with a more personalized shopping experience. In addition to the advertising shoppers will receive, they will also be able to save time and money with MediaCart-equipped shopping carts by obtaining electronic coupons, locating products in the store, performing comparative price checks, viewing store specials in aisle as they shop, viewing recipes and nutritional information, shopping using an electronic shopping list that is presented in aisle order, totaling the cost of the items in their baskets before checkout and expediting the checkout using the cart-level checkout feature. "Through the powerful combination of Microsoft and MediaCart, we are providing our customers with a cutting-edge shopping experience, unmatched in the industry," says Joseph Colalillo, chairman and chief executive officer, Wakefern. "This is an exciting step in our ongoing commitment to meet and exceed the needs of our shoppers and stores."