Tie-ins used in a cross-merchandising program have to make sense to the customer, said Ken Harris, a partner with Cannondale Associates, Wilton, Conn.
chandising tactics. For example, at a Super Fresh store, Breath Assure was merchandised from a hanging wire rack in front of jarred pasta sauce. Pepcid AC over-the-counter heartburn medication was in the same display.
Across the aisle, the store stocked canned pork and beans. Displayed in front of those items, also in a wire hanging rack, was Beano, a food enzyme and dietary supplement.
Other tie-ins at Super Fresh included garlic pills targeted at mothers in the baby aisle, toothbrushes displayed with candy and croutons beneath lettuce displays in the produce section. Also, a Giant Food unit sold shelf-stable milk in the dairy section.