BYRD WIDENS PET SUPPLY, GADGET SELECTION WITH SKYBARS

JOEL ELSON

BURLINGTON, N.C. -- Byrd Food Stores here this month began attaching skybars in the pet and canned vegetable aisles to stretch selling space for pet supplies and kitchen gadgets.

Byrd began a single-store test of the merchandising concept mid-September in anticipation of rolling the program out chainwide to all its 43 stores by year-end.

"Skybars should increase unplanned sales of pet supplies and gadgets, probably the two highest general merchandise impulse areas at supermarkets," said Randall King, nonfood buyer.

Byrd installed a 30-foot skybar over each side of the pet food aisle, positioning one over cat food and another over dog food on the opposite side of the aisle.

The skybars attach to the gondola top and hang down over the top shelf tier with 50 to 60 additional carded pet accessories, including small pet accessories and toys.

While the additional mix complements the regular 8 feet of pet supplies, it also encourages impulse movement by hanging it right over pet food, according to the retailer.

"The skybar is within easy reach of customers who have to walk under it to select the items, and some products may not be found in the regular set," he said.

Byrd, whose Hartz Mountain and Sergeant's pet items are supplied from Fleming Cos., Memphis, Tenn., general merchandise division warehouse, prices pet accessories from 99 cents to $7.

The chain has also adopted the same approach with 20- to 32-feet kitchen gadget skybars placed over the vegetable section in a grocery aisle.

"The skybar broadens the mix with some 50 to 60 items," said King.