K-VA-T BACK-TO-SCHOOL EVENT SPARKS BATTERY SALES

ABINGDON, Va. -- K-VA-T Food Stores here wrapped up a "Back-to-School Computer Giveaway" that also stimulated battery sales for the 82-store chain.The five-week promotion for two free computer workstations ran at Food City stores from July 18 to Aug. 21. Customers entered the contest by using their Food City club card or filled in paper entry blanks.The drawing for the computer workstations, each

ABINGDON, Va. -- K-VA-T Food Stores here wrapped up a "Back-to-School Computer Giveaway" that also stimulated battery sales for the 82-store chain.

The five-week promotion for two free computer workstations ran at Food City stores from July 18 to Aug. 21. Customers entered the contest by using their Food City club card or filled in paper entry blanks.

The drawing for the computer workstations, each valued at $1,600, was held Aug. 23.

Each workstation included a Quantex 450-MHz Intel Pentium III computer, Hewlett-Packard 695C deskjet color printer, and monitor.

During the sweepstakes period, customers who purchased any Duracell battery using their Food City club card were electronically entered into the drawing.

Tom Hembree, senior vice president for marketing, said the promotion was a success, especially in helping to boost battery sales.

However, he said, sales and contest participant figures were not available. The chain has run similar events for the past two years.

According to Hembree, sales data from checkout transactions showing the effect the promotion had on battery movement hasn't yet been completed. "But a promotion like this can only have a positive effect. It puts the Duracell name out there for several weeks."

He said the contest is also an inducement for customers "to come in and use their frequent-shopper club card."

Hembree said "Duracell co-sponsored the contest and helped fund the program with us," adding that K-VA-T "always looks for a [trade] partner in a promotion like this."