Stop & Shop Running In-Aisle Location Trial

A handful of Stop & Shop stores have been using in-store location tracking--coupled with basket content--to narrowly target ads to customers using handheld shopping devices, the chain confirmed in a statement issued Thursday (July 17). Some 92 of the chain's 360 stores are participating in the trial.

"If a customer is walking down the health and beauty aisle, it can trigger an offer for a new brand of shampoo," said Michele Deziel, the senior VP of marketing at Modiv Media, which is working with Stop & Shop on the trial, along with Microsoft.