CHECKOUT BASKETS INCREASE WINN-DIXIE ORLANDO SALES

LISA SAXTON

ORLANDO, Fla. -- Winn-Dixie's Orlando division here has doubled its front-end candy sales by adding special merchandising baskets at the checkouts.

"They're attached to the top of the racks; they're right on top of the candy and gum racks themselves," explained Michael Russell, a grocery buyer for the division, which operates 106 stores.

"We're able to double or triple the candy items we're putting on display. And we're probably getting twice the candy sales. We've definitely seen some increased movement," Russell told SN.

Russell said that the Orlando division fills the baskets, which are mauve to match the stores' decor, with "feature-type candy with a good price; we work in special promotions."

Winn-Dixie introduced and distributed the baskets among its 12 divisions last year, as part of a round checkstand rack. A source close to the company said other divisions not only use them to highlight specials on a periodic basis, but also to hold higher-ticket candy items at regular price, as an inducement to impulse sales.

"They put larger, bagged items in there. Before, they would shy away from larger bags at the front end. But people will pay $3 if it's right there in front of them as they check out," said the source.