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FDI PRODUCTIVITY

ST. LOUIS -- Beginning Jan. 1, 2000, wholesaler Spartan Stores, Grand Rapids, Mich., will use an e-mail system to communicate information on new items, special promotions and other marketing materials it currently distributes to retailers on paper.The system is expected to reduce the time necessary to communicate information and save the wholesaler time and money in printing marketing materials. Consistency

ST. LOUIS -- Beginning Jan. 1, 2000, wholesaler Spartan Stores, Grand Rapids, Mich., will use an e-mail system to communicate information on new items, special promotions and other marketing materials it currently distributes to retailers on paper.

The system is expected to reduce the time necessary to communicate information and save the wholesaler time and money in printing marketing materials. Consistency of information was also a driving factor to move forward with the system, which the wholesaler has been testing.

"This will allow us to communicate effectively and efficiently and everyone gets the same information," said Jim Swoboda, director of strategic business development for the wholesaler. Swoboda spoke at the Food Industry Productivity Convention and Exposition held here Oct. 31 through Nov. 3. The show was sponsored by Food Distributors International, Falls Church, Va.

"When we add a new item, we print a new item card and shelf talkers and distribute to 500 stores," Swoboda said. "The vast majority of this information ends up in the waste basket. Beginning Jan. 1, we'll have no need to print this information or distribute this information in paper form or fear of error." Spartan will use technology from Internet Commerce Systems, Norcross, Ga., to distribute the information.

Communicating electronically will cut down the turn-around time for getting information to the retailers, Swoboda said. "Using print, there is a two-day window. Now, those offers can be made instantly to the stores," he said.

The information will be distributed via e-mail to decision makers in the stores. "The next step, after the store managers, will be at the department levels. The meat manager in the store can have his own e-mail to receive information about offers," Swoboda said.

Eventually, the system could be used to put new items to a vote so that the wholesaler could gauge interest among retailers before adding a new item. "This could save time, energy and money for everyone."