THE WASTED HALF

There's an old adage concerning supermarket promotions that goes something to this effect: Half of all promotional dollars are wasted, but no one knows which half.To the extent the observation is true, or thought to be true, it's bad news because it makes everyone conservative and reluctant to change for fear of opening a crack through which competitors might drive a wedge.But no one could accuse

There's an old adage concerning supermarket promotions that goes something to this effect: Half of all promotional dollars are wasted, but no one knows which half.

To the extent the observation is true, or thought to be true, it's bad news because it makes everyone conservative and reluctant to change for fear of opening a crack through which competitors might drive a wedge.

But no one could accuse Gregerson's Food, the 10-unit retailer operating out of Gadsden, Ala., of being

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