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Minyard Food Stores, which operates supermarkets under the Minyard, Carnival and Sack ’n Save banners, is replacing the aisle markers in its stores with billboards that utilize the airspace above the aisles. The signs, AirShow Aisle Markers from Combustion Media Inc., Dallas, are designed to attract attention the moment a shopper enters the store by acting as an easy navigational tool and cost-effective platform for brands and services.
The marker is a 2-ft.-by-4-ft. backlit electrical fixture with a 15-in. drop lens that is hung approximately 9 ft. off the floor at each end of the store aisles. It is two-sided and lists the aisle categories on each face panel with a national consumer-products-goods item pictured in the center. The ends of the markers display the aisle number and/or store logo. (The brands are charged a monthly advertising lease fee to appear on the marker.)
Minyard, based in Coppell, Texas, tested the fixtures in a select number of stores. Pleased with the results, it decided to roll out the program, with approximately 34 markers per store.