TALLAHASSEE, Fla. Pharmavite on Wednesday signed a sponsorship agreement with LearnSomething to test the impact of shopper education on retail purchasing of dietary supplements.
In a select number of retail stores for a 90-day trial period, LearnSomething’s ShopperAssist digital signage will be placed in aisles and at endcaps. From an LCD screen with 10 user-selectable buttons, shoppers will be able to access brief videos on choosing the right vitamin solutions for everyday dietary needs.
The first retailers committed to pilot ShopperAssist include Wegmans, Walgreens, USA Drug, Safeway, Meijer, Harris Teeter and BI-LO.
LearnSomething’s ShopperAssist allows shoppers to select their area of interest from a menu and view brief multimedia segments based on non-biased, unbranded content vetted by medical experts. Shoppers will be able to select segments on bone & joint help, heart health, women’s health, mood & stress relief, prostate protection and other timely health topics.
ShopperAssist earned a “Best of the Best” honor at the 2009 NACDS Marketplace Conference. The interactive digital signage platform is a member of LearnSomething’s Shoppertunities family of platforms that communicates shopper solutions at key contact points.
LearnSomething CEO Steve Roden describes the approach: “ShopperAssist and the other Shoppertunities platforms are developed from a simple belief: Shoppers want information they can trust and they want it when they can use it best. So we build content by tapping the best academic and industry resources available, and then we make that information available at or near the point of purchase on engaging, simple-to-use platforms. It’s been proven many times — smarter shoppers buy more and buy with confidence.”
Pharmavite’s Skip Aldridge, EVP sales and chief customer officer, sees this pilot as a natural evolution of Pharmavite’s commitment to consumer education. “Our approach with Nature Made vitamins has always been that our success begins with educating consumers with accurate information to help them make individual decisions based on their unique nutritional needs. We believe that ShopperAssist can be an important component of that ongoing initiative. Our experience in sponsoring other LearnSomething platforms to engage customers in the store with relevant educational information has made us believers in their Shoppertunities line of products.”