New England grocery chains are test-merchandising bath soap in the health and beauty aisle in order to drive more impulse sales in the health and beauty care department. Supermarkets that have moved soap from the detergent aisle to HBC include Stop & Shop, Quincy, Mass.; Big Y Foods, Springfield, Mass.; Shaw's Supermarkets, East Bridgewater, Mass.; Star Market, Cambridge, Mass.; and Demoulas & Market Basket, Tewksbury, Mass., according to Bill Swartz, senior vice president at ...

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