KROGER ATLANTA STORES CUT L'EGGS PRICES 40%

JOEL ELSON

ATLANTA -- Kroger Co., Cincinnati, ran a 40%-off sale on L'eggs full line of hosiery at its metro stores here, with full-page ads announcing the discounts.

Retails on the hosiery line fell to $1.25 to $2.39, down from regular prices of $2.09 to $3.99.

The discount promotion was designed to increase hosiery volume and ran for several weeks this spring, said a Kroger source, who did not wish to be identified.

However, a Kroger competitor, who also asked for anonymity, said, "A full-line sale deeply discounted stimulates sales, especially when you run all L'eggs products as a full line. It works out well when you run it for a specific length of time, a week or more, depending on how long you can afford to keep it going."

According to the competitor, the full-line assortment and ad items Kroger promoted, "actually includes a very wide choice of products in different colors and shades. "It usually involves offering regular stock and special displays of products brought in especially to support the promotion."

Items in the line ranged from L'eggs regular pantyhose, Sheer Elegance, Silken Mist, Sheer Energy, Just My Size and L'eggs Classics.

"We ran a similar program earlier in the year. It worked quite well in terms of higher shelf turns. Customers usually stock up by purchasing multiple packages."