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08/31/2021

Giant Eagle provides digital TV content to in-store pharmacy customers

Dan Berthiaume
Senior Editor, Technology
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Select Giant Eagle pharmacies are installing Mesmerize digital TV screens.

Pittsburgh-based regional grocer Giant Eagle Inc. is installing digital TV screens from Mesmerize, an out-of-home media company specializing in patient education at the point of care, at 165 Giant Eagle Pharmacy locations. The Giant Eagle-Mesmerize partnership includes the installation of Mesmerize TV screens within Giant Eagle pharmacies located throughout Pennsylvania, Ohio, Indiana, Maryland, and West Virginia. 

Giant Eagle is placing Mesmerize TV screens prominently in the waiting and pick-up/drop-off areas of each pharmacy, presenting an opportunity for patient education and sponsor messaging. Mesmerize is working with Giant Eagle Pharmacy to keep customers informed of the latest pandemic information and provide the community with information regarding the COVID-19 vaccine. 

The digital TV network features timely content from Mesmerize's patient education library, combined with Giant Eagle-branded content that includes cooking segments, information about home healthcare products, and key pharmacy services. Mesmerize content includes information on general health and wellness, symptoms, disease states, treatment options, and more, accompanied by relevant sponsor messages. 

Giant Eagle also has access to Mesmerize's full-service digital signage studio, and has worked with Mesmerize to create custom screen layouts with Giant Eagle Pharmacy branding, as well as custom messaging educating customers on its products and promoting pharmacy services. Messaging is specifically designed to drive customer engagement and encourage shoppers to have conversations with the in-store pharmacist and staff.

Mesmerize also offers digital advertising on hand sanitizer stands at the entrance of select Giant Eagle locations throughout Pennsylvania and Ohio, offering sponsors the opportunity to reach customers at multiple touchpoints throughout the store.

Giant Eagle has been making efforts to upgrade its omnichannel customer experience. Earlier this year, the retailer began leveraging the mParticle customer data platform (CDP) as the foundation of its omnichannel customer data strategy, increasing revenue by 15% as of April as a result. The company is now bringing digital personalization to customers in the form of cross-channel digital experiences, loyalty programs, and member rewards.

"As a company committed to patient care and customer service, Giant Eagle Pharmacy believes that it is our duty to keep our communities safe and healthy, especially as we navigate the COVID-19 pandemic together," said Jim Tsipakis, executive VP of pharmacy at Giant Eagle Pharmacy.  "We are grateful to be able to provide our communities with reliable access to dynamic health and wellness content and our partnership with Mesmerize allows us to connect our customers with valuable COVID-19 information and educate them on general health and wellness information, immunization services, healthy recipes, and Giant Eagle Pharmacy services."

"Mesmerize's point of care network is designed to connect patients to valuable information and resources that empower them to proactively manage their health and encourage them to initiate a conversation with their healthcare provider," said Craig Mait, Mesmerize president & chief revenue officer. "Mesmerize is proud to be a part of Giant Eagle's communication efforts and looks forward to continuing our partnership as we grow across their network of locations."

Founded in 1931, Giant Eagle, Inc. operates more than 470 stores under the Giant Eagle, Market District, and GetGo banners throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana.