PRICING EXPERIMENT REVIVES AISLE'S SALES

WHITE SULPHUR SPRINGS, W.Va. -- Significant gains in the sales of Center Store items can be won simply by persuading customers already in the store to shop the aisle, O'Neill McDonald, Supervalu's senior vice president, distribution, food companies, told a session of the Grocery Manufacturers of America's Executive Conference here earlier this month. In one experiment, McDonald said, sales gains of

WHITE SULPHUR SPRINGS, W.Va. -- Significant gains in the sales of Center Store items can be won simply by persuading customers already in the store to shop the aisle, O'Neill McDonald, Supervalu's senior vice president, distribution, food companies, told a session of the Grocery Manufacturers of America's Executive Conference here earlier this month. In one experiment, McDonald said, sales gains of more than 38% were achieved and profit increases of 77% obtained for a marketbasket of 20 Cente

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TAGS: Supervalu