FELPAUSCH MAY EXPAND 'PARTYTIME HEADQUARTERS'

MARK HAMSTRA

HASTINGS, Mich. -- G&R Felpausch Co. here is eyeing the expansion of its "Felpausch Partytime Headquarters" to additional locations and is moving its original test of the concept closer to the front of its store in Grand Ledge, Mich.

Linda Schroeder, director of general merchandise and health and beauty care at the 20-store chain, based here, said two or three of the Felpausch store directors have expressed interest in adding the party centers in their stores. She said they probably would add them by the end of the year.

The concept, which involves cross merchandising party goods in the bakery and extensive use of festive signage and party-theme decorations, was launched as a test coordinated by the Educational Foundation of the General Merchandise Distributors Council, Colorado Springs, Colo., with lead sponsorship from American Greetings, Energizer and Hallmark. Two other supermarket chains -- Bashas' Markets, Chandler, Ariz., and Ingles Markets, Asheville, N.C. -- also participated in the test by creating party centers in one store each.

"It was a very successful program overall," said Schroeder, who noted that promoting discounted prices on party goods was a key component of the test that will be continued. "[Party goods] are moving a lot better than they were before," she said. She also singled out birthday candles and novelty candles as items that have seen significant sales gains from the test.

According to the GMDC, the three stores in the test generated an average sales increase of 26% in party goods and average increases of 5% each in batteries/film and toys. Cake decorations, cake mix and bakery cakes all had average sales increases of 11% to 14%.

Schroeder said that as part of a reset of the entire Grand Ledge store this fall, she was planning on moving the Partytime Headquarters to be closer to the front entrance, although it would still be incorporated with the bakery. It currently is located between the bakery and the produce department.

In addition to a reach-in refrigerated case with cakes, labeled "Cake Extravaganza," the Partytime Headquarters also includes a wall unit displaying cake decorations, party favors and other party supplies. A small table features a display of a few cakes, along with disposable cameras, some additional favors and a "Partytime checklist" of other items that party-throwing customers might need, such as candy, toys and cleaning supplies.

A separate display fixture includes paper goods like cups, plates and napkins, along with a clip strip of batteries. A floor shipper filled with Fuji single-use cameras is located next to this display. The "store within a store" also includes a station for filling helium balloons.

Throughout the supermarket, shelf-talkers indicate that certain products are "Partytime checklist items."

Schroeder said she's considering adding some items to the Partytime Headquarters concept, including some party kits she saw at the GMDC conference.

"We're definitely moving forward with it," she said. "We're definitely keeping the expanded paper goods ... and there are actually a couple of more things I'd like to do to expand it."