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HIGH-TICKET FRAMED ART AN EVENT AT BASHAS'

CHANDLER, Ariz. -- Bashas' Markets, based here, is running a four- to six-week premium-priced framed-art promotion chainwide.The difference with this in-and-out promotion from past ones run by the chain is in the price points. Between 20% and 30% of the inventory is priced from $49 to $150. Merchandise on previous framed-art sales offered by the chain never topped the $19.99 mark. Bashas' ran a test

Joel Elson

October 5, 1998

2 Min Read
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JOEL ELSON

CHANDLER, Ariz. -- Bashas' Markets, based here, is running a four- to six-week premium-priced framed-art promotion chainwide.

The difference with this in-and-out promotion from past ones run by the chain is in the price points. Between 20% and 30% of the inventory is priced from $49 to $150. Merchandise on previous framed-art sales offered by the chain never topped the $19.99 mark. Bashas' ran a test of the higher-priced artwork at five stores last year and met no price resistance from shoppers.

"If I can sell higher-priced art, why not?" asked Jeff Manning, the chain's vice president of general merchandise. "I'll be happy if somebody pays $75 or $100 for this merchandise," he declared. The retailer enjoys a 40% margin on sales.

The pricier assortment of framed prints also contrasts with typical supermarket industry framed-art programs usually priced no higher than $20, said Alan Levin, president of Fine Arts Industries, Denver, the supplier.

The prints, 18-by-24 and 22-by-28 inches in size, are finished in black gloss, white enamel, cherry and oak frames. Subject matter includes motivational art, "Hot Shots," sports-oriented themes and Southwest subjects like cowboys and desert scenes.

According to Levin, the retailer has customized its framed-art selection to store demographics with subjects that appeal to Southwestern consumers' tastes. Subject matter is critical in selling more costly framed art in supermarkets, he explained.

Stores near Indian reservations feature more sports figures and Indian artists than stores in Hispanic neighborhoods, which may get prints of religious topics. In areas like Sun City, which has a high concentration of retirees, older movie stars and landscapes are popular art subjects.

"Premium-priced art in the grocery channel is driven by those shoppers with high incomes. It's also good for stores with the space for displaying large pieces," said the supplier.

Levin said the Southwest area has become one of the leading regions in the nation for art. "It's become a hotbed for art buying, especially with snow birds who winter in Arizona and New Mexico and who buy a lot of art."

The framed art is cross docked at the chain's warehouse where 125 individual pieces are sent to stores to display in cardboard floor shippers in a promotion, lobby or other nonfood area.

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