BASHAS' LETS DOVE FLY FOR VIDEOS IN 2 STORES

DAN ALAIMO

PHOENIX -- Bashas' Markets, Chandler, Ariz., began testing the Dove seal-of-approval program in two stores here the first week of August. The Dove-approved products make up 7% and 9% of the two stores' rental inventories, said Bill Glaseman, video specialist. The Dove Seal identifies rental videos that meet the criteria of the Dove Foundation, Grand Rapids, Mich., for family-oriented content. "Dove makes a case about providing something for families, and Bashas' is very family-oriented," said Glaseman. "We are going to see if it increases rentals or consumer awareness," he said. "I hope it works out satisfactorily. I'm pragmatic and I'll only know for sure once I see the results, but it is certainly worth giving a shot." Like many other retailers that have put in the Dove program, Bashas' has elected to integrate the Dove-approved products with its existing categories and not set up a separate section. "In our case, it doesn't really lend itself to a separate section. I thought about it, but it just wouldn't work that way. I feel we are getting better exposure with the product just mixed in," said Glaseman "We have the Dove sticker on the tapes and put signage up. We are making store personnel aware and the customers aware. We'll see what happens," he said. About 210 retailers with more than 600 stores participate in the nonprofit Dove Seal program, according to Scott Rolfe, director of corporate services. About 70% of these are supermarkets. Among the retailers using the program, which costs $100 per store per year, are Meijer, Roundy's, H-E-B, D&W, Glen's Markets, Dillon Food Stores and City Market. The Dove Foundation is in the process of rolling out a series of promotions, including a radio program that reviews Dove-approved movies, a film festival and a hospital movie network for children. Dove is approaching supermarket retailers to sponsor or cosponsor these programs, said Dick Rolfe, Dove's managing director.