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Delhaize America's Food Lion, Hannaford Bros. and Sweetbay Launch adplex's Totally Interactive Online Circular Program.

Grocers implement adplex VirtualStore[TM], an unrivaled media-rich, consumer friendly website program

HOUSTON -- adplex, a consumer marketing services firm with in-depth grocery retail and expertise, today announced that Delhaize America's Food Lion, Hannaford Bros. and Sweetbay Supermarket have implemented adplex's interactive online circular program, adplex VirtualStore[TM]. Delhaize America is one of the largest supermarket operators in the United States with more than 1,500 stores in 16 states in the eastern United States.

adplex VirtualStore is a retailer-branded website that is a major evolutionary step beyond the traditional printed weekly advertising circular that helps grocers increase sales and customer loyalty. The media-rich, interactive an online destination creates a community of consumers who "opt-in" to receive in-depth information and premium services that enhances the shopping experience. Key program elements include searchable weekly specials, streaming how-to videos, an online shopping list manager and a searchable recipe program.

"VirtualStore gives customers an instant-value, instant-gratification loyalty program. That's because retailers can provide individualized offers tailored specifically to each customer's unique interests, desires and needs," said Galen Walters, CEO of adplex. "Historically, one-to-one marketing has been expensive, time-consuming and cumbersome. VirtualStore is a revolutionary breakthrough because for the first time, the most effective form of advertising is also the most economical, easy to implement and efficient."

adplex VirtualStore is a part of the company's Promote[TM] product line. Promote is a data-driven management and production engine for retail advertisers that streamlines the overall advertising production process. As a pioneer and frontrunner in marketing/advertising technology, adplex was a leading company to develop online circulars through its Promote line.

What the Grocers Say

Food Lion:

"Our new adplex-powered VirtualStore gives us a direct way to communicate one-on-one with our customers, unlike anything we've ever been able to do through traditional marketing methods," said David Palmer, director of loyalty marketing, Food Lion. "Furthermore, in the end, we will be able to create meaningful customer-specific offers based on the individual's unique interests and shopping habits. Our ultimate goal is to create a web-based experience that is more enjoyable and relevant to our customers that keeps them coming back week after week. Our VirtualStore is just the beginning of this process."

Hannaford Bros.

"We have a large amount of consumers who are located in remote regions - areas that are not cost-effective to reach through traditional circular mailers," said Bruce Daman, director of brand communication, Hannaford Bros. "Our new online circular, powered by the adplex VirtualStore[TM], allows us to easily access these customers. We've created more than a website, it's an online community and destination."

About Food Lion LLC

Food Lion LLC is a subsidiary of Brussels-based Delhaize Group (NYSE:DEG). Food Lion LLC operates more than 1,200 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Bottom Dollar Food, Harveys and Reid's. These stores meet local customer needs and preferences for the freshest and best quality products. Food Lion LLC employs approximately 73,000 associates in 11 Southeast and Mid-Atlantic states.

About Hannaford

Hannaford Bros. Co., based in Scarborough, Maine, operates 158 stores under the Hannaford Supermarket and Hannaford Supermarket and Pharmacy names. Hannaford stores feature Guiding Stars, America's first storewide nutrition navigation system. Hannaford employs more than 26,000 associates. The company is owned by Delhaize Group of Brussels, Belgium.

About Sweetbay Supermarket

Headquartered in Tampa, Fla., Sweetbay and Kash n' Karry Supermarkets are members of Delhaize America, the U.S. division of Brussels-based Delhaize Group (NYSE:DEG). The company operates more than 100 stores in West Central Florida and employs 10,000 associates. For additional information, please visit or

About adplex

adplex is an innovative consumer marketing services company with leading-edge technology tools aimed maximizing customer acquisition, retention and sales growth. With a 25-year proven history and an experienced staff of 250 employees, the firm offers start-to-finish, in-house digital and traditional marketing solutions including strategy development, direct marketing, loyalty marketing, market research and analytics, creative, production, photography, printing and distribution. adplex has a strong foundation in multi-location retail marketing and a roster of established, brand-name clients. Headquartered in Houston, adplex has offices in Dallas, Phoenix and Greensboro, N.C.
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Publication:Business Wire
Article Type:Company overview
Date:Jan 11, 2007
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