Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
Another supermarket chain pilots the Endless Aisle
The Penn Traffic Co., which operates 218 supermarkets in six states, will pilot the Endless Aisle web kiosk program in P&C Food & Pharmacy stores beginning next month. Stop & Shop began piloting the kiosks this month.
The Penn Traffic Co., which operates 218 supermarkets in Ohio, West Virginia, Pennsylvania, upstate New York, Vermont and New Hampshire, will pilot the Endless Aisle web kiosk program in P&C; Food & Pharmacy stores beginning next month.
The Endless Aisle is linked to Nexpansion Inc.’s NetGrocer.com and provides supermarket shoppers access to products that the supermarket doesn’t carry. Shoppers at P&C;’s web site--pandcfoods.com--also will have access to the Endless Aisle products.
Store shoppers seeking items that the store does not carry can use the kiosk to access NetGrocer.com where they can select from tens of thousands of speciality, ethnic or other items.
Penn Traffic operates under the brand names Big Bear, Big Bear Plus, Bi-Lo, P&C; and Quality. Penn Traffic also operates wholesale food distribution businesses serving 87 licensed franchises and 66 independent operators.
The Endless Aisle was pioneered last month by Stop & Shop Supermarkets in New England. Between them, the two chains will pilot at least a dozen Endless Aisle kiosks, Nexpansion says.