King Sooper’s ready to roll out kid-friendly grocery-cart videos
posted by: Mile High Mamas
The solution to nagging kids at the grocery store? Entertain ’em with grocery-cart videos.
King Soopers is rolling out a new line of car-shaped carts that feature animated videos to keep children occupied while Mom or Dad gets the shopping done in peace.
Relative peace, anyway. The price parents pay is a series of commercial messages broadcast from the carts on separate video screens viewable by adults.
By the end of the month, King Soopers intends to have three of the video-equipped carts at each of its 29 metro-Denver stores.
Current video offerings, which will change quarterly, include “Mickey Mouse Clubhouse,” “Handy Manny” and “Special Agent Oso.”
For grown-up cart drivers, 30-second commercial messages will play as the carts pass by selected store items.
Initial feedback from parents is positive, according to the grocery.
“Shopping with a child can be a challenge,” said King Soopers spokeswoman Kelli McGannon. “If you can keep them entertained while you make decisions on what to buy for dinner, that’s definitely a win-win solution.”
McGannon said the carts are intended to be revenue-neutral for King Soopers. An outside vendor supplies the carts, the video programming and the product advertising.
Though some parents expressed concerns about video oversaturation, shopper Erin Postlethwaite dismissed such worries.
“I used one recently,” she said. “Pretty cool, actually. Get over it, world. We are tech now. Keeps the crew calm, and the shopping gets done.”
An ironic result could be that the merchandising practice of placing kid-oriented products on lower shelves where they’re most visible to young eyes will be diminished by the distracting videos, said marketing professor Darrin Duber-Smith of Metropolitan State College of Denver.
“The kids will be distracted from the nagging effect produced by sugary products placed at kids’ level,” he said.
As for the effect on adults, shoppers beware. “There could be an annoyance factor there,” Duber-Smith said.
-By Steve Raabe