VONS GOES CHAINWIDE WITH CLUB-PACK SIZES

BOB BAUER

ARCADIA, Calif. -- Vons Cos. here expanded its club pack merchandising program to its Vons and Pavilions stores, having cut its teeth on the concept within the newer Expo format.

"We've taken the 100 most popular Value Pack offerings from Vons Expo stores and now we're offering those items in Value Pack sizes chainwide," said Julie Reynolds, a Vons spokeswoman. Reynolds said Vons will market the club packs in its circulars and advertisements. The items have been available chainwide since May 11. "We are confident Vons and Pavilions customers will appreciate having the choice of purchasing quality products in standard sizes or in larger quantities at warehouse prices," said Robert J. Kelly, the company's executive vice president of retailing, in a company statement. "Completing both a grocery and club store shopping list in one location is an added convenience for our customers.

"Some of our stores will offer special Value Pack sections," Kelly said. "These stores will most likely be larger stores located in neighborhoods in which customers will support such a presentation."

In most cases, Value Pack items will be integrated into each Vons or Pavilions within the respective departments, next to their conventionally packaged counterparts.

A wide selection of the club packs will be introduced, including name-brand mayonnaise, pastas, cereals, diapers, paper towels and tissues, cookies and crackers, chips, canned tuna and some household cleaning products. Additional selections, including some Vons private-label items, will be introduced based on customer response to the program.

Vons debuted the Value Pack program in June 1993 with the opening of Vons Expo stores. The

Expo format was designed to increase Vons' market share by competing more directly with large warehouse membership stores in southern California. Expo locations include Colton, Pomona, Fontana, Victorville and El Monte. There is no membership fee and double coupons are accepted.

"We've been pleased with customer response to the Value Packs in our Expo stores," Kelly said. "We look forward to the continued success of the Value Pack offerings throughout the chain of Vons Cos. stores."

Vons operates 346 stores throughout southern California and Nevada.