HARPS PLANS NEW DISPLAY FIXTURES FOR COLD SEASON

JOEL ELSON

SPRINGDALE, Ark. -- Harps Food Stores will roll out a new and larger cough-and-flu floor merchandiser to 20 stores by October.

It's expected the new display fixture can build 20% higher sales during the heavy fall and winter cough-and-cold season, according to Art Bundy, director of nonfood.

The merchandising fixture's larger display size will double last year's off-shelf cold-and-flu product assortment. It alerts shoppers with four-sided header signs, which identify it as "Harps Price-Cutter Cold and Flu Center."

The 4-foot display fixture will be installed at high-traffic aisles at the chain's "A" (higher-volume) stores. It will offer 200 stockkeeping units on five-shelf tiers with peghooks on three sides. The overall pricing of the mix will include a combination of advertised specials and everyday shelf prices.

National brands make up 60% of cough-and-cold items on the new merchandiser; the balance is in private-label selections. A smaller 18-inch by 18-inch version from last year is slated to go into Harps' smaller units.

"The new fixture will stimulate stronger interest in cough, cold and flu remedies," said Bundy, "making it easier for consumers to find the items they want."

"The new floor merchandiser will push impulse turns and draw shopper attention through the fall and winter, when the demand for cough and flu products is high," Bundy added.

The solid gray, heavy-duty plastic merchandiser is being supplied to the chain by A.H. Robbins, Madison, N.J., the manufacturer of Robitussin.