Amarillo, Texas-based Affiliated Foods Inc. is investing in forward-thinking technology to enhance the shopping experience for consumers and improve operational efficiency for its retail members.
Among the most visible innovations is the implementation of digital video rails in member stores – a project led by Josh Silvia, AFI’s network and PC manager.
Vusion v-rails is a program of putting video rails on the shelves at end cap displays in AFI member stores.
“We’ve made a program available to our customers that they can get these installed on location and then digital content is created monthly for the products that are selling that month,” Silvia said.
The content, produced in-house by AFI’s art department, highlights private label products promoted through DeJarnett Sales, the wholesaler’s in-house brokerage. Silvia said the rails are “certainly an eye catcher.” He recalled when AFI implemented the rails in its test aisle, particularly one that showed a video of cola being poured.
“It would make me thirsty every time I saw it. You’ve got the age-old saying of a picture’s worth a thousand words. Well, I think a video is worth a million,” Silvia said. “It really does make an impact.”
About 150 stores have opted into the program. While participation is voluntary, most locations have embraced the technology. The only barrier for some, Silvia noted, has been lack of reliable internet as the rails operate via Wi-Fi.
“If they do not want it, they don’t have to have it. It just didn’t work for very few,” he said. “They do have to have the infrastructure … every now and then you get a smaller retailer that just doesn’t have the Internet that will work for that.”
The program launched about two years ago, debuting at one of AFI’s food shows to strong reception. Since then, Silvia’s team has been responsible for installation, maintenance and updates of the v-rails.
AFI also is streamlining delivery communication through a new tracking system built in partnership with Forward Mobility. The dual-app solution includes one app for store personnel to monitor incoming shipments in real time and another used by delivery drivers to track orders and complete digital forms.
“We’ve got an app that will show our customers where the truck is and give them an ETA,” Silvia said. “Should the truck have a backhaul on it, if the truck were broken down, if the truck were delayed or had any kind of issues, we can push that to the stores. The ETA is dynamic.”
The delivery app is available on iOS, Android and the web. Stores can view the truck’s route in real time and receive updates on its expected arrival. On the logistics side, the app allows for digital documentation and post-delivery feedback – including photos – to be submitted to AFI.
The tool has seen high participation from member retailers, particularly from the Allsup’s (Yesway) convenience store chain.
“That was great for them … they have plenty of admins also in there that can sign up their own stores,” Silvia said. “We’re here to help them and take care of most of it, but we also want to give them tools in case they need to take care of something and not wait on us. It also allowed us to better track delivery.”
The app also benefits AFI’s third-party carrier, who can use it to track vehicles, access delivery stats and communicate with drivers.
Silvia said they have been very pleased with the participation on the new system. “We saw a very large number of unique people signing in and checking where their load was.”
Silvia, who has been with Affiliated Foods for 23 years, said he’s proud of how technology is enhancing AFI’s service to its members.
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