JEWEL FOOD PLAYS THROUGH, GIVES GOLF A 4-WEEK RUN

JOEL ELSON

CHICAGO -- Jewel Food Stores ran its first golf-themed continuity during a four-week period last month.

A chain source at Jewel, who asked not to be identified, said continuity sales, consisting mainly of Spalding golf equipment, met with the company's expectations. "It went over well with customers," he said.

Jewel promoted assorted golfing items on shippers placed at peak traffic locations in stores. "Umbrellas were one of the most popular and sought-after products in the whole promotion, especially when it rained," the source added.

Each week during the continuity a different item in the assortment was featured. Consumers had the opportunity to save on golf products with in-store coupons and a minimum purchase of $10, or they could purchase items at higher prices from open stock.

Item pricing with in-store coupons started at $4.99 for videos on golfing, in a selection of eight different volumes, or $5.99 from open stock.

Other discounted items in the program ranged from assorted men's and women's Cabretta golf gloves, $6.99; different color umbrellas, priced at $9.99, and Ajay deluxe golf carts, $39.99.

Jewel also highlighted additional Spalding golf accessories available at all times, including deluxe travel covers in black or green, $29.99; private pro power belts, $9.99; practice balls, 99 cents; spikes, $1.99, and tees, 99 cents.

Newspaper ad copy that supported the promotion stated: "Let Jewel Help You Golf . . . . Like a Pro".

In the past, Jewel has run similar baseball and football-themed continuities.