INSIDE CHOICE

Many years ago, a retailer's biggest question was, 'Am I going to sell a sign on the front of the store?' " says Bob Southerland, vice president of marketing for K-VA-T Food Stores, Grundy, Va. "Now the entire promotion industry is moving totally in-store."From shelf-bolted devices that dispense coupons in the aisles to blinking LCD screens directing shoppers throughout 40,000-square-foot megamarkets,

Many years ago, a retailer's biggest question was, 'Am I going to sell a sign on the front of the store?' " says Bob Southerland, vice president of marketing for K-VA-T Food Stores, Grundy, Va. "Now the entire promotion industry is moving totally in-store."

From shelf-bolted devices that dispense coupons in the aisles to blinking LCD screens directing shoppers throughout 40,000-square-foot megamarkets, the shopping experience is one big dazzle.

In the 1990s, catching the consu

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