PHOENIX — New research to be presented here yesterday at the General Merchandise Marketing Conference of Global Market Development Center, Colorado Springs, confirms the importance of interdepartmental cross-merchandising in building sales and market share, according to the researchers, said Jerry Friedler, an independent consultant based in Milton, Mass., who authored the study for GMDC. The study looked at a Valentine’s Day test in four “substantial” chains in various regions of the country, said Friedler. GMDC would not identify the retailers. For example, participating retailers saw a market share increase that represented $5 million in incremental sales, and impacted results storewide. “The new research supports the recommendations that were made in the 2006 study. It says that if companies look at seasonal as an opportunity for competitive advantage, one of the ways they can achieve this is through interdepartmental planning,” Friedler told SN.

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