VSDA UNIT TO SCAN SUPERMARKET SURVEY RESULTS

DAN ALAIMO

LOS ANGELES -- A task force charged with boosting supermarket membership in the Video Software Dealers Association here will soon examine the results of a survey it commissioned.

The purpose of the survey is to help the association evaluate retailer awareness of VSDA, and which of its services and benefits would be of most interest to supermarkets, said Bob Finlayson, vice president of communications for VSDA. "The survey has been returned. We got a very good response rate, and we are now tabulating the results," said Finlayson. Of more than 100 supermarket organizations that the survey was sent to, about 28% responded, he said. After tabulation, which is scheduled to take place this month, the survey will be sent to members of the supermarket task force, which will then meet by teleconference, said Finlayson. The task force is chaired by Mark Fisher, video sales and operations manager at Stop & Shop Cos., Quincy, Mass. Fisher is the only representative from a supermarket company on VSDA's board of directors. Other task force members include Bill Griggs, director of store systems at Dillon Stores, Hutchinson, Kan.; Donna McNulty, video merchandiser for Wegmans Food Markets, Rochester, N.Y.; David Ingram, president of Ingram Entertainment, La Vergne, Tenn., and Larry DeVuono, senior vice president and general manager at Sight & Sound Distributors, St. Louis. VSDA is mostly made up of video specialty retailers and is the leading trade group in the video field. The survey asked general information questions, including number of stores, whether the respondent handled rental or sell-through, and what associations it belongs to, said Finlayson. It also covered video industry issues, such as the availability of point-of-purchase materials and minimum advertised prices. Regarding VSDA, the survey asked questions like "Are you aware of VSDA?" "Are you aware of VSDA's annual convention?" and "Which VSDA benefits or programs do you use?" said Finlayson.