Cross-merchandising video often draws a mixed reaction among supermarket retailers. Even though supermarkets appear to present the ideal stage for cross-promoting video, given the format's abundant mix of products and the frequency of store shopping trips that can trigger high impulse turns, retailers are often stumped by execution and the complex makeup of some video promotions. Brenda Vanover, video coordinator/merchandiser at K-VA-T Food Stores, Abingdon, Va., said the success or ...

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