Giant Food Stores and A3 Media have recently launched a 90-day pilot of Social Shelf, an in-aisle advertising tool made to help provide shoppers with information on adult beverages before they buy, writes Jennifer Strailey for Winsight Grocery Business.

The new tool, which operates with QR technology, has been implemented at over a dozen Giant stores in suburban Philadelphia, as well as in Trooper and Carlisle.

When shopping, customers can scan a QR code from the shelf that has the Social Shelf icon and immediately get information on the wine and beer in front of them.

“It’s like having a knowledgeable salesperson in every aisle,” said a Trooper-based A3 representative.

According to A3, customers are becoming more interested in learning product information when they are out shopping. With this interactive media, it allows brands to provide it on-demand with a simple scan.

“Nothing is forced on the consumer that’s annoying. It’s not intrusive in any way,” said Frank Gussoni, CEO and co-owner of A3 Media. “It’s on-demand and very social in nature.”

While Social Shelf is only available for alcohol in a select few stores, A3 Media sees the opportunity to grow the service in the future.

Read more about Social Shelf at Winsight Grocery Business.