If store associates believe in a brand, chances are their support will rub off on shoppers. That's the thinking behind a ground-breaking, private-brand promotion Family Dollar conducted last year. The retailer sent coupons for its new Family Gourmet cookies to 48 stores so that employees could try them. Several weeks later, it ran a contest to see which stores could sell the most cookies. Those that did won cash prizes. The event generated such a large sales lift that Family Dollar rolled ...

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