CHANDLER, Ariz. -- Bashas' Markets experienced an 85% sell-through and 40% margins during a recent framed art sale, according to industry observers.
The promotion, which the 70-unit chain offered recently for 60 days, was supplied by Fine Arts Industries, Denver. Between 118 and 162 pieces were sold at each store.
The framed prints and mirrored images, sold at $4.99 to $19.99 price points, included depictions of Southwestern scenes, the outdoors, animals, wildlife, movies, ecology, cars and vintage Hollywood stars. Made of mylar, metal and wood, the mix was arranged on slant-back cardboard shippers at the front end of stores, in high-traffic lobby areas.
Bashas' usually runs framed art promotions twice a year. Jeff Manning, Bashas' vice president of general merchandise, said the mix is a viable general merchandise promotion because of its versatility.
"You can vary the subjects by region, with a broader assortment of paintings priced at the higher end in more affluent areas, or sports figures or Disney characters displayed in greater abundance in communities with a lot of younger families," he said.
Sports pictures were among the top-selling items, with athletes such as Michael Jordan and Charles Barkley in high demand.
Stores in retirement areas offered a larger assortment of movie stars, such as Marilyn Monroe, John Wayne and James Dean. They also featured more animal and Disney pieces, which grandparents frequently buy for their grandchildren, Manning said.
The mix also included 16-inch by 20-inch framed mirror movie items, including "The Lion King," "Snow White," "The Little Mermaid" and "Beauty and the Beast."
Also offered were motivational posters with messages such as "The Harder You Try the Further You Get," and pictures of people climbing a mountain, with a tag line such as "Dream the Impossible." The assortment included 8-inch by 10-inch to 22-inch by 28-inch prints, and larger 10-inch by 40-inch rectangular framed art.