KROGER ROLLS OUT NEW LOWER-PROFILE CHECKSTAND MAGAZINE FIXTURES

JOEL ELSON

ROANOKE, Va. -- Kroger's Mid-Atlantic Marketing Area will use a new lower-profile checkstand magazine fixture to boost periodical and other nonfood sales a projected 15% at checkout.

The 121-store KMA is replacing some 1,000 of its 62-inch tall checkstand racks with fixtures that are 56 inches high, 82 inches long and 27 inches wide.

Kroger began the rollout Aug. 10, following a successful single- store test this spring of the fixture, which merchandisers titles on the front and sides. KMA officials plan to complete the change this month, according to sources. Kroger officials declined to comment.

"Kroger wanted a lower profile magazine case to permit checkers to see over the top for checkout lines developing at the front end," said Rob Yedor, president of Myco, the Rockford, Ill.-based fixture manufacturer.

The fixture's black decor and emerald green accent pin-striping allows products to stand out better than the previous gray rack, he said. The new displayer is made of wire tubing and masonite panels, and was designed with the same 38-title pockets as the previous stand, but with less wire framing around each pocket.

The pockets now are closer together for more of an open appearance, and the eye is directed towards the product -- rather than the fixture, the vendor said.

The new fixture also comes with a 20-inch-wide hinged-lane closure door with pegs for merchandising batteries, film and razor blades. When a checkout is not open, the hinged-lane door can be closed, blocking shoppers from passing, but still displaying nonfood items.