ARCADIA, Calif. -- Following the success of a gasoline cross-promotion, next spring Vons Cos. here may pursue other traffic-building promotions tied into nonfood. Under the Shell gasoline promotion, customers who purchased $25 worth of merchandise at Vons received a certificate worth $1 off all grades of Shell gasoline. The promotion helped drive up an average checkout transaction by about $5, and increased store traffic, according to BDS Marketing, a marketing firm in Irvine, Calif., that ...

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