ATLANTIC CITY, N.J. -- Current research on the importance of video to supermarkets will highlight a seminar at the East Coast Video Show, Oct. 7 to 9, here.
conducted this year by Ingram. Brenda Vanover, video coordinator at K-VA-T Food Stores, Grundy, Va., will provide a retailer's perspective.
The seminar, "Profiting From Video in a Non-Video Store," will be co-moderated by Dan Alaimo, SN's video reporter, and Bob Scally, senior editor of Discount Store News, New York. It will take place Tuesday, Oct. 7, at the Atlantic City Convention Center.
Representatives from the discount-store industry, who have yet to be announced, also will be on the panel. Besides the research, the panel will discuss some of the differences in video merchandising among the supermarket, mass merchandise and specialty-store classes of trade.
Among its wide-ranging findings, the Ingram study provided in-depth information on how much video-rental customers spend on other products in the supermarket and what kinds of products they buy.
The survey found, for example, that one in five customers who go to a supermarket primarily to rent a video also purchase other products, with more than 40% spending more than $5 and 20% spending more than $10. When customers rent a video, 70.8% of those who make additional purchases buy snack items. When returning the video, 37.2% buy dairy products.
Another program at the show of interest to smaller supermarket companies involved in video will be a series of educational seminars addressing the needs of independent video retailers. These seminars will begin Monday, Oct. 6, the day before the show's official opening. Topics will include "Positioning Your Store for Success," "Advertising and Promotion to Beat the Chains," "Utilizing Computer Reports to Your Full Advantage" and a "chat room" discussion with the studios.
The East Coast Video Show, produced by Expocon Management Associates, Fairfield, Conn., is the second largest video trade show in the United States. Last year, it drew 10,216 attendees and 270 exhibitors.
