THE STORE IS THE MESSAGE

Retailers are using nearly every inch of the store for marketing messages, from splashy floor graphics to bold signs hanging from ceilings, to tout new products, special promotions and frequent-shopper discounts.While marketing messages are showing up in all areas of the store, the delivery methods of these messages are also expanding.For example, H.E. Butt Grocery Co., San Antonio, will install 42-inch

Retailers are using nearly every inch of the store for marketing messages, from splashy floor graphics to bold signs hanging from ceilings, to tout new products, special promotions and frequent-shopper discounts.

While marketing messages are showing up in all areas of the store, the delivery methods of these messages are also expanding.

For example, H.E. Butt Grocery Co., San Antonio, will install 42-inch digital displays in 80 stores starting in the first quarter of 2000. The

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