Bashas' harnesses shopper feedback at checkout

Supermarket chain Bashas' is harnessing consumer engagement right at the checkout point of its stores with the new "Like Machine." Using technology from Insignia Systems to gather social media, the retailer is collecting shopper recommendations directly at the point of physical purchase.

In the first six months of beta testing throughout 40 Bashas' and Food City locations, The Like Machine has garnered more than 480,000 shopper engagements, Progressive Grocer reported. The idea is to bring the power of social media engagement directly to supermarket shelves.

"Bashas' continuously seeks feedback from our customers and strives to make the shopping experience better throughout our family of stores," Dave Vehon, category manager for Bashas' told Progressive Grocer. "The Like Machine gives customers a way to easily express their feedback, while at the same time helping us to better understand neighborhood preferences throughout our market."

The machines are an immediate and simple way for shoppers to express opinions about what they are buying and what their neighbors are purchasing. And consumer-generated reviews play a large factor in influenceing other shoppers' purchases. In fact, according to a recent Nielsen study, 92 percent of consumers trust word of mouth and peer reviews over any other type of advertising.

Family-owned Bashas' operates brands Food City, AJ's Fine Foods, Sportsman's Fine Wines & Spirits, Eddie's Country Store and Bashas' Dine Market.

For more:
-See this Progressive Grocer article

Related stories:
Online consumer content influences about 50% of in-store purchases
New website offers deals in exchange for reviews
The buy button arrives: How social media shopping will change retail
Price matters, but customer service still closes the deal
Amazon makes same-day delivery free

 

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