OMNI'S ADS SCORING WITH ETHNIC ACCENTS

NORTHLAKE, Ill. -- By targeting ethnic groups in separate versions of its weekly ad, Omni SuperStores here has propped up both promotional and everyday sales in the center store.The chain achieved an average 200% "promotional lift" in unit sales and raised the average everyday unit sales base for all categories in aggregate by 13% to date since starting the ad program, according to Dave Kase, director

NORTHLAKE, Ill. -- By targeting ethnic groups in separate versions of its weekly ad, Omni SuperStores here has propped up both promotional and everyday sales in the center store.

The chain achieved an average 200% "promotional lift" in unit sales and raised the average everyday unit sales base for all categories in aggregate by 13% to date since starting the ad program, according to Dave Kase, director of grocery purchasing for the 16-unit division of Dominick's Finer Foods, also base

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