New products and promotional strategies, especially instant redeemable coupons, are helping to illuminate supermarket lightbulb departments.
"IRCs provide instant gratification. Consumers get excited when they can get money back right on the spot," said Jay Pomeroy, manager of communications at General Electric, Cleveland. "We're liberal with our IRCs."
Included in GE's upcoming promotions are 40-cent IRCs on several GE bulbs, including Soft White and Soft White Miser four-packs and 30-ways; Miser and Halogen or reflector lamps, and a wide variety of decorative, appliance or specialty bulbs. The company also will offer $1.50 rebates on select products.
Another IRC will premiere Aug. 13, when GE will kick off a baseball memorabilia promotion. Under the campaign, GE will launch a national freestanding insert of 30 cents good on any GE lighting product. The campaign will include a point-of-sale mail-in offer for a 50% discount on baseball books, cassettes and a cap. Along with IRCs and rebates, lightbulb companies also are offering new products. GE plans to launch two new bulbs in the fourth quarter: the Super Soft White and the Soft White Energy Choice Compact Fluorescent.
The Super Soft White bulb is said to deliver a softer glare-free light than regular soft white. It is recommended for use in eye-intensive tasks.
The Soft White Energy Choice Compact Fluorescent is a 28-watt bulb that is 6 inches in height. It is said to deliver the same light as a 100-watt bulb, according to company officials.
In October, Angelo Bros., Philadelphia, will unveil the Smart Alert lightbulb, according to Len Dubas, vice president of marketing. When the switch of the bulb is toggled two times, the lightbulb starts flashing, which helps alert fire rescue vehicles to a residence. Dubas said the Smart Alert, which has been endorsed by the International Association of Fire Chiefs, gives supermarkets a new type of cross-merchandising opportunity.
"They can clip-strip it near smoke detectors, batteries -- anywhere fire safety merchandise is sold," he said.
Philips Lighting, Somerset, N.J., recently expanded its IQ lighting line, which features bulbs with built-in computer chips. Among the new products is the Timer Bulb, which stays on for six hours, goes off automatically, and turns back on the next day. Also new is the Nitelite Plus, a 60-watt bulb that gradually dims after 20 minutes.
Philips soon will introduce a lower-cost compact fluorescent light. Kerry Vachon, marketing manager, said the new fluorescent will be an asset to supermarket lighting departments.
"Compact fluorescent lights are one of the fastest growing categories, but it's been a challenge for supermarkets because of the $20 price points," Vachon said. "Our new product will have a lower cost, about a $10."
