SHAW'S RETURNS TO SYLVANIA FOR PRICE AND VARIETY

STEPHANIE LOUGHRAN

EAST BRIDGEWATER, Mass. -- After a six-year break in their professional relationship, Shaw's Supermarkets rolled out a full array of Danvers, Mass.-based Osram Sylvania lighting products in all 167 of their stores across New England.

"Sylvania has a full line of products that are good quality at good prices," said Shaw's public relations manager, Bernie Rogan, who cited the breadth of the line as one reason Shaw's picked the supplier. With a selection that ranges from a $1 appliance light to a $12.99 compact fluorescent light, the lighting manufacturer offers 162 general-purpose, directional, decorative, specialty, and fluorescent lighting items. The chain merchandise the lightbulbs in a compact 12-foot area of space, usually in the housewares or cleaning supplies aisle, said Rogan.

Osram Sylvania sales representative Bob McGovern said, "Shaw's wanted competitive prices so a food customer doesn't have to go anywhere else for lighting products, and to keep customers away from stores like Home Depot." Shaw's had the full line stocked in stores by August.

Both McGovern and Rogan agreed that Osram Sylvania has large name recognition and brand awareness in New England, especially since the company's headquarters are in Massachusetts. The two companies' severed ties in 1994 when United Kingdom retailer J. Sainsbury plc, London, purchased the supermarket chain. Sainsbury's corporate lightbulb company was Phillips, so Shaw's changed vendors. After sales did not do as well, Rogan said Shaw's used a variety of brands before switching back to Osram Sylvania.

Although both parties would not disclose figures, they said that sales have far exceeded expectations. McGovern said the supermarkets are running "hot buy" lightbulb promotions once a month in Shaw's direct mail circulars. Jack Brennan, an assistant store manager at a Warwick, R.I., Shaw's supermarket, said the store recently was successful on a 4-pack lightbulb weekly promotion that was advertised in the local newspaper.