Starting in the second half of 2008, the companies will test MediaCart in Wakefern Food Corp’s ShopRite supermarkets on the East Coast. Customers who have a ShopRite loyalty card will be able to scan their card at the MediaCart and receive ads and offers based on past purchases and saved shopping lists that could be uploaded from a home PC. No personally identifiable information will be shared with Microsoft or any of the advertisers.

Customers will also be able to receive electronic coupons, locate products in the store, do comparative price check, view recipes and shop using an electronic shopping list that is presented in aisle order. Shoppers will be able to tally the cost of the items in their basket before checkout, and speed the checkout process using the cart-level checkout feature.

"With its strong technology leadership and shopper loyalty programs, ShopRite stores are ideal for the MediaCart system, which can further leverage the valuable shopper data to improve shopper communications," said David Brice, chairman and CEO of MediaCart.

"We look forward to fulfilling agreements that utilize Wakefern’s extensive retail experience and Microsoft’s best-in-class advertising technology to take our shopping cart systems to a new level in their stores."