PRICE CHOPPER UPGRADES PHOTO-PROCESSING SERVICE

JOEL ELSON

SCHENECTADY, N.Y. -- Price Chopper Supermarkets here has upgraded its photo-processing services, offering a free add-on with each processed order, according to industry observers.

When customers pick up their prints, they can get a free second set of 3.5- or 4-inch prints, a photo album or roll of film.

Since the program was launched at all 81 Price Chopper stores in April, most customers have chosen the second set of prints, followed by the free film and the photo album, observers said. Price Chopper executives declined to comment. "Before, consumers could go to a drug store or another photo processor 365 days a year for one of these free offers. But they could only get them at Price Chopper when we ran a coupon special or discount," a Price Chopper source said. "Now, our photo customers have a wide choice of free add-ons, which are good values."

Previously, customers were charged $7.99 for a 24-exposure roll of either 3.5- or 4-inch prints; $9.99 for 36 exposures. A second set of prints cost $2 extra.

Now, for $8.99, customers can get a 24-exposure roll of 3.5- or 4-inch prints, plus one of the add-ons. A 36-exposure roll plus one of the extra items runs $10.99.

Since the program went into effect, one Price Chopper location has seen a 20% increase in film-processing orders, according to a photo staffer at the store. The employee stressed, though, that the increase could be due to the arrival of spring, which tends to be a popular picture-taking season.

The new service has been promoted in ads reading "A Brand New Dimension" in photo finishing. It also has been publicized on photo-processing envelopes.