SHAW'S ADDS PHONE CARDS TO STORE-BRAND OFFERINGS

CAROL ANGRISANI

EAST BRIDGEWATER, Mass. -- Shaw's Supermarkets here is the latest food retailer to begin selling a product that's ringing up strong sales and high margins: phone cards.

After testing a store-brand phone card in four stores, Shaw's planned a chainwide rollout last week, according to Bernard Rogan, spokesman for the chain.

"Shoppers will save up to 65% on calls made anywhere in the United States," Rogan said.

Shaw's phone cards are being sold at the checkout in $10 and $20 denominations. The $10 card provides 30 minutes of phone time anywhere in the United States, while the $20 card offers 60 minutes. They are said to save up to 65% on all U.S. calls.

Pictured on the front is the Shaw's logo and "quality" symbol. "The Easy Way to Call Anywhere in the U.S. (including Alaska and Hawaii)" is printed along the bottom. Instructions, along with a customer service number, are on the back.

They will be promoted in store fliers within the next few weeks, according to Rogan. "No More Monthly Bills, Depositing Coins or Excessive Surcharges," the ads will read, in part. Shaw's is using U.S. Long Distance, San Antonio, as its phone card carrier.

"This is another service for our customers, just like our children's books and magazine," Rogan said. The chain recently launched a store-brand 32-title children's book line, along with its own magazine, "Fresh Ideas." Titles in the book collection retail from $1.39 to $2.99. "Fresh Ideas," which features articles on shopping, cooking, health and nutrition, retails for $1.75.