Supermarkets to use AirShow marketing

Minyard Food Stores (US) plans to install a new aisle marker program that serves as both a navigational tool and an advertising platform. Created by Combustion Media, the AirShow program utilizes the airspace above the aisles. The backlit, trapezoidal markers are mounted to the ceiling and hang down to display one company’s messages on all four sides.

During a 12-week test with Frito-Lay (a division of PepsiCo) in Albertson's supermarkets and Diamond Shamrock convenience stores, the company experienced a sales lift of 156%. The company collected IRI scan data to help identify specific results of the installations, explained Jennifer Howell, a spokeswoman for Combustion Media.

Combustion Media will install the systems in 49 Minyard Sack-n-Save, and Carnival banners, and then sell space on them to marketers. Retailers are given 25% of that revenue. Combustion anticipates that about one to two signs per aisle can be used.

Minyard operates 61 supermarkets, 36 pharmacies, and 15 fuel stations in the Dallas/Fort Worth Metroplex, including 23 Minyard, 24 Carnival, and 14 Sack 'n' Save stores.