Got a call from Damien Neuman, who represented himself as a Roundy's employee -- however further searches showed that he was actually an employee of Cartvertising (http://cartvertising.com/). His offer is to sell a business advertising on the lane dividers (15" by 2") for local businesses and giving them exclusivity for only $100/month for a 6 month contract.
As I was saying it was ineffective because the time a shopper would see the ad is very limited in time (three to four minutes), and the ad is very small (15" by 2"), he hung up on me.
I am a Cartvertising employee and would like to set the record straight. Cartvertising does not sell ads on the lane dividers. Cartvertising ads appear on the baby seat of shopping carts at your local grocery store. The company who sells the check out lane dividers is NOT Cartvertising nor companies affiliated with them.