FUELING THE TOP LINE

By now, it's no secret that supermarkets have set their sights on capturing a chunk of the retail gas trade. No doubt, it is just one of the methods that will be used to add top-line growth.However, just installing pumps may not be enough. Establishing an effective marketing campaign will be key.A recent study conducted by Energy Analysts International, Westminster, Colo., pointed out that cross merchandising

By now, it's no secret that supermarkets have set their sights on capturing a chunk of the retail gas trade. No doubt, it is just one of the methods that will be used to add top-line growth.

However, just installing pumps may not be enough. Establishing an effective marketing campaign will be key.

A recent study conducted by Energy Analysts International, Westminster, Colo., pointed out that cross merchandising and loyalty programs at hypermarts [a category that includes large

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