MINNEAPOLIS, Minn. -- A combination of merchandising and promotional strategies has resulted in a 10% to 15% increase in lightbulb sales at retailers supplied by Nash Finch Distributors.
The distributor, based here, supplies lighting products to 65 corporate stores and 400 other food markets. The company devoted additional selling space to lightbulbs, and it also increased off-shelf pre-pack displays, according to Gurnam Khaira, category manager for lightbulbs.
"Heavy manufacturer TV advertising, store flyers, in-ad newspaper coupons and frequent store promotions also helped swell sales and boost shopper awareness of the lightbulb category," Khaira explained.
The addition, last November, of Phillips Lighting halogen bulbs to the stores' 4-ft. to 12-ft. lighting sets also contributed to the spike in sales, Khaira said.
Even though halogen bulbs have about a 10% to 12% higher price point than conventional bulbs, Khaira said, "they are doing well and catching on."
Nash Finch also attributes the increase in category sales to the surge in new home starts and renovations, which often include placement of more electrical outlets in the home.
Best-selling lighting products at Nash Finch are longer-life bulbs, soft whites, night lights and halogens.
Manufacturer and in-ad coupons are strong customer draws, Khaira noted. Manufacturers' coupons typically lower retails 55 to 75 cents. In-ad coupons will drop the regular $1.99 price for a 4-pack of 40-, 60-, 75- or 100-watt bulbs down to under $1.
