FURR'S INSTALLING ELECTRONIC COUPONING

DENISE ZIMMERMAN

ALBUQUERQUE, N.M. -- Furr's Supermarkets here is stepping up its electronic marketing campaign with the installation of electronic coupon terminals in all 74 stores.

The terminals, 5-foot-high kiosks bearing the name "The Savings Spot," provide customers with printed coupons at their request. The units are being installed this month, and all stores in the Southwestern chain should be outfitted by early June, said Walter Doyle, Furr's president.

The electronic coupon kiosks feature 32 product choices, half of which are customized for Furr's products; the remaining half are coupons for noncompeting regional and local merchants. A "press here" button prompts the customer's selection and the terminal dispenses the coupon.

"Shoppers will find this coupon kiosk a convenient way not only to help them save on their grocery bills but also on products and services available at other local merchants," Doyle said.

The freestanding kiosks are operated by TSS Limited, Westport, Conn. The kiosks have a 6-foot-square footprint and can be equipped with cents-off coupons, rebates, recipes, product use information and even sweepstakes offers.

The decision to bring in the coupon kiosks comes on the heels of an expanded test of another electronic marketing program at Furr's, Doyle said.

The use of Vision Value Network multimedia terminals, which incorporate a frequent shopper program as well as promotional and financial services, had been expanded beyond the chain's larger market areas, such as Albuquerque and Midland, Texas.

The chain is now testing the terminals, from Advanced Promotion Technologies, Pompano Beach, Fla., in smaller and mid-size markets, such as Portales, N.M., a community of about 10,000, Doyle said.

"The store is becoming more of a marketing tool," he observed.