VENDOR SUPPORT CALLED KEY FOR PHONE CARDS

Retailers should be pleased to carry phone cards. After all, they represent a brand new category with high gross-margins, high gross-profit dollars and minuscule shelf space.But chain officials in various retail segments also note that the category hasn't surged as much as some proponents initially anticipated. They stress the importance of manufacturer support -- not just in terms of promotion, but

Retailers should be pleased to carry phone cards. After all, they represent a brand new category with high gross-margins, high gross-profit dollars and minuscule shelf space.

But chain officials in various retail segments also note that the category hasn't surged as much as some proponents initially anticipated. They stress the importance of manufacturer support -- not just in terms of promotion, but in education for both consumers and store employees.

Arnie Ross, marketing ma

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