ALBERTSON'S FOCUSING ON ITS BABY PRODUCTS

AMITY K. MOORE

BOISE, Idaho -- Albertson's here is trying to boost its private-label sales by offering its customers a free child-safety guide that contains coupons for the chain's store brands of baby products.

Albertson's, which in February introduced the booklets in its southern California stores, completed distribution of the guides to all of its stores in late April, said chain spokeswoman Keri Parks.

Each store has been supplied with a display rack to be filled with copies of "Albertson's Baby Basics Home Safety Book" and placed in the store's private-label diaper section.

Parks said the program has snowballed. "The book was presented to our general merchandise sales managers and marketing department. Our retail people like the idea of having an extra incentive to help promote our diapers. It also benefits our customers by providing safety tips and coupons. The demand has continued to grow," she said.

The cover of the booklet alerts customers to the $9.50 in coupons contained inside. The couponed items include private-label diapers, baby wipes, baby shampoo, baby oil, baby lotion, baby powder, detergent, Janet Lee Toasted Oats cereal and a baby's first prescription.

Hailey, the illustrated child-narrator of the safety book, guides readers through a kitchen, bathroom, children's bedrooms, family room, laundry room, garage and yard, explaining ways each area could be better safeguarded to protect the children in the house.