Sunflower Group to Handle Store Marketing for Fry's

OVERLAND PARK, Kan. - The Sunflower Group here said yesterday it has been selected by Fry's Food & Drug Stores, the Phoenix-based division of Kroger Co., Cincinnati, to work with vendors to provide in-store marketing services, primarily involving sampling for the 115-store operation, effective Jan. 1. Sunflower has had similar responsibilities for Kroger's Ralphs chain in Southern California since November 2005. Sharon Lantz, Fry's director of bakery/deli, said the company expects Sunflower "[to] take our in-store marketing program to the next level in meeting and exceeding our customers' needs. In-store marketing can and should be something that separates us from our competition by providing customers with a shopping experience that makes them want to return." Kroger said earlier this month it would be putting more emphasis on the in-store customer experience.