STAUFFERS BOOSTS SALES WITH ITALIAN EVENT

AMANDA CHATER

LITITZ, Pa. - Stauffers of Kissel Hill here said an Italian-themed promotion, complete with sampling, Italian music and prizes, led to a bump in sales on its second day.

The weeklong promotion, which ended Jan. 31, featured storewide specials, including such Center Store items as olive oil, pickled vegetables, pasta and sauce. Other departments offered specials on Italian breads, meats for Italian dishes, produce and deli items.

Warren Crills, grocery buyer for the company's three supermarkets in southeastern Pennsylvania, said he expected double-digit sales increases at the chain's two smaller stores, in Lancaster, and a smaller increase at the larger Lititz store.

Stauffers ran an Italian promotion last year but on a much smaller scale, Crills said. "We didn't really get behind it," he said. "This year we're getting [the program] to all the stores." He expects to repeat the chainwide event annually.

Italian products were prominently displayed during the promotion period. Many were cross merchandised between departments, such as olive oil with bread. The oil was reduced in price by $2 to $3.99 and the bread was reduced to $3.99 from $5.99, with an additional $1 off if bought with the olive oil.

In-store demos by store employees featured bruschetta, olive oil and bread, octopus salad and Italian seafood dip.

Stauffers featured Italian products in its ad and grouped associated products like olive oil and bread to promote sales.

Traditional and contemporary Italian music was played throughout the stores during the week-long promotion, and the chain's TV spots focused on Italian products.

Stauffers ran two giveaways as part of the event, which also was promoted in the retailer's electronic newsletter. One prize was an Italian dinner for eight that included Italian wedding soup, stuffed shells, meatballs, tossed salad, Italian bread and tiramisu, along with flowers from one of the stores.

Each store also gave away an Italian gift basket worth $50, containing Roland-brand products such as prosciutto, pickled garlic, ladyfingers, anchovies and olive oil.

"We're trying to get the vendors more involved, and they're very receptive because they see the results," Crills said. "They get good exposure and see our sales growth."

Once the chain's buyers decided on the program, they provided a summary to each of the three stores. The buyers then supplied them with promotional materials including red, green and white signs that read "Buon Appetito," and Italian shelf-talkers. Each store got a feedback form to give the buyers after the event, Crills said.