NASH FINCH RENTALS SOAR AFTER REDO

DAN ALAIMO

MINNEAPOLIS -- Nash Finch Co. here has seen video rental revenues surge as the result of remodeling two video departments, said Clifford Feiock, video coordinator. "Revenues are up more than 30% at both stores," said Feiock. "The numbers have been very good." Live merchandising, prominent monitors and large glass walls were part of the enhancements to the two corporately owned stores, he said. Inventory in the department in Cedar Rapids, Iowa, was increased from 3,000 to 4,000 rental units, while the Iowa City store hiked offerings from 2,000 to 3,500. "We have showcased video right in the front corner. As you come in the store and look to the right, video is one of the first things that you see," said Feiock.

In live inventory departments, the actual tapes are displayed in a walled-in area, protected by a security system. The glass walls make the new departments more inviting to customers, said Feiock. "You can see into the video area from the rest of the store," he said. "Often, people get so busy in their grocery shopping that they will cruise right by the video department. If they miss the entrance, they don't get another chance to see it. With the glass inner wall, they can see in from the front end, and from anywhere else in the store. It's a good opportunity to increase exposure," he said. With live inventory, the departments don't look empty at peak rental times. "On weekends, our new release sections used to look wiped out because all the boxes were out. Now we have it set up so that the customer takes the tape, but the box stays on the shelf, so people can still get a good idea of the variety that we carry in those stores," said Feiock. The retailer changed from wood fixtures to grid racks from two companies, JD Store Equipment, Los Angeles, and Video Store Services, Morton Grove, Ill. "They seem to be much more versatile and better for our supermarket format. For example, they are not as heavy to move when we have to clean the floors," he said. About half of Nash Finch's 50 corporate video departments now have live inventory and the new racks, he said. "Anytime we get the chance to do a remodel, we make the same type of changes," he said. Nash Finch is broadening the products it offers in its video departments with sell-through, more games, audio books and music, said Feiock. "In one of our stores, we are trying a small section of music audio cassettes and CDs, and also a small, permanent section of sell-through videos," he said.