Books, driven by media publicity, are a category begging to be developed in supermarkets, according to industry observers. The potential to create in-store excitement and impulse sales are there. This was demonstrated by the northern and southern Texas divisions of Randalls Food Markets [Safeway, Pleasanton, Calif.], which ran a contest to create the best in-store promotion for the latest John Grisham novel The Brethren. One of the stores set up a display designed to look like a law office ...

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