KROGER USES HALLOWEEN TO CLASP SHOPPERS

JOEL ELSON

LOUISVILLE, Ky. -- Kroger's Marketing Area here is using Halloween to promote greeting cards, pharmacy and cough and cold.

The chain intends to scare up incremental nonfood volume in a special promotional mailing sent to households last week. The households are located within a 2- to 3-mile radius of some 36 stores, including several Lexington area units.

The mailer included a 50-cents-off coupon good toward the purchase of any American Greetings Forget Me Not cards, and a 50-cents-off coupon that can be applied to the purchase of Robitussin Cough Formula.

The mailing pieces feature a fortune teller gazing into a crystal ball and advising customers to "look into the future for more shocking Kroger savings." Kroger had no comment.

The direct-mail copy further states Kroger intends to "keep you from catching the 'chills.' " The chain noted its stores feature "a monstrous" selection of Halloween costumes and decorations.

In addition, Kroger jokingly told residents its stores provide a full-service pharmacy "to help scare off" dreadful colds and flus.

The chain also will hand out in-store coupons worth $1 off any Forget Me Not three-card purchase and a free stuffed fabric toy, "Frightfully Funny Monster Peeper," which comes with window attachment suction cups.

Kroger is hopeful that the promotion theme will "drive traffic by reminding customers about seasonal merchandise, and giving them an incentive with the coupons and free gift," said an American Greetings official.

"The promotion also is designed to establish Kroger as a greeting card and seasonal destination, and to give customers value with every card purchase," the official added.