As a marketing initiative designed to build goodwill among Price Chopper's environmentally sensitive consumers, management plans to advertise and describe all its “green initiatives” using an educational interactive kiosk, as well as banners, overhead signs and pedestal signs that consumers will see as they walk the store.
“The signs will explain what consumers are looking at and what we have done to conserve utilities and save energy,” said Bill Sweet, the chain's vice president of engineering and construction.
Price Chopper will unveil that program when it opens a replacement store in Colony, N.Y., that will begin construction in mid-June and will open around March 2009.
The interactive kiosk will also be used to educate consumers about what they can be doing at home to facilitate energy conservation.
And, as part of that effort, Price Chopper is now rolling out a “theme-generated” recycling program to help consumers dispose of lightbulbs, ink cartridges, cell phones and batteries.
The store's recycling bins will be designed to help consumers better understand their purpose. For example, the receptacle for lightbulbs will be shaped like one. To facilitate incremental sales of energy-efficient products, related products such as low-energy-usage lightbulbs will be cross-merchandised next to the recycling bins.
Price Chopper hopes to put interactive kiosks in approximately six to 10 stores each year.
