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PRIVATE BILLBOARDS

SAN ANTONIO -- As it resets its stores, Handy Andy Supermarkets here is giving prime space to its private-label grocery products.ivate label is a big part of our business. Our customers buy a lot of private label because of the value," said Stan Edde, president.The chain has started "billboarding" its store-brand products, rather than setting them next to the national brand equivalents.Edde said Handy

SAN ANTONIO -- As it resets its stores, Handy Andy Supermarkets here is giving prime space to its private-label grocery products.

ivate label is a big part of our business. Our customers buy a lot of private label because of the value," said Stan Edde, president.

The chain has started "billboarding" its store-brand products, rather than setting them next to the national brand equivalents.

Edde said Handy Andy is striving for a three-tiered program in which it would merchandise a national brand, a quality private-label brand and a generic brand.

SN observed the billboarding effect in diapers, cereals and canned vegetables at one of Handy Andy's newest stores. The chain's Parade brand is featured at eye level, and the products run the length of the aisle.

In vegetables, the chain tries to categorize the varieties. For example, store-brand peas are positioned with nationally branded peas, which are found above and below the private-label item.

"Of course, it has a better gross and it's got the right price," said Robert Morales, space management and grocery merchandising coordinator at the chain. For example, the Parade brand of green beans was priced at two for 88 cents, while the national brand equivalent retailed at two for 98 cents.

Candy has also been remerchandised. The chain has installed clear, plastic displays so consumers can see the products more easily. The transparent acrylic also allows for better stocking and rotation, instead of leaving the bags disorganized in the back of the display, Morales said.

In an effort to merchandise to its Hispanic clientele, the chain is displaying Hispanic candies, including the Lucas and Montes brands, on an endcap. After being merchandised on an endcap for 90 to 100 days for exposure, the candies will be moved into the regular candy gondola.