Cross promotions are an element of Glen's Market's sell-through program that will be developed after the sections are placed in all 24 stores, said Jim Paterni, category manager for the chain here.
ooperation at store level. But we are getting better at it and we are going to do more of it," he said.
One possibility is cross merchandising Disney licensed items in the Expressions From Hallmark line with related videos. "I see a lot of tie-in opportunities in the future with the Disney name in these two categories," said Paterni.
The new sections will facilitate cross promoting catalog videos that are tied into the rebate offers on the big-event titles, like "Bambi" and related Hayley Mills titles, or "Hunchback of Notre Dame" and Disney's "The Fantastic Adventure Series."
"When I sit down with Henry Young [an account executive at video distributor Ingram Entertainment, La Vergne, Tenn.] to order the videos we are going to advertise, we make sure that we carry the titles that tie 0in for the rebates. We want to make sure we have all those products available for our customers since we have the space for them now," said Paterni.
With new elaborate deli departments as part of current store remodels, and home-meal replacement programs in the offing, video cross promotions with that new category is a strong possibility. "We will be doing a lot of advertising and cross merchandising stressing home-meal replacement," he said.
Meanwhile, tying video in with pizza is a natural opportunity. "We haven't done a good job on that yet," said Paterni.