LIGHT BULB MULTIPACKS OFFER FOOD STORES EDGE

JOEL ELSON

DANVERS, Mass. -- Light bulbs sold in shrink-wrapped multipacks can help supermarkets compete against alternative formats in this competitive category. The multipacks are designed to stimulate higher impulse shelf turns outside of the general merchandise department and boost category dollar volume. "By using multipacks of branded bulbs, supermarkets can be more aggressive in their promotional approach without necessarily affecting their shelf pricing," said Michael Abbott, national sales manager of grocery at Osram/Sylvania. "If they were selling a double-life product at $2.99, they could offer a buy-one-get-one-free, or essentially $1.50 for a four-pack for a real value to the consumer at virtually half price."

Promotional programs in the first half of the year enabled supermarket operators to offer two Sylvania soft white energy saver four-bulb packs shrink wrapped with a free 45/95/140 Sylvania soft white energy saver three-way bulb; a consumer buying three Mood Globulbs gets one free; a shopper buying a halogen bulb receives one free, and a shopper buying two 75-watt reflector bulbs gets one free.

"The stiff competition from the mass merchandiser channel has lead to lower pricing and price erosion in light bulbs, and supermarkets increasingly are considering private label as a complement to their branded bulbs," said Abbott.