Word: supermarketing
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Dates: during 1950-1959
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...National-brand advertising draws the customer into the supermarket," says the marketing director of a national dairy-product maker. "But once in the supermarket, the customer can be subtly-or not so subtly-pressured into buying the same kind of food under a private-brand label...
...judge by the contraptions on view and the high-flown talk of motivation, it might have been a meeting of circus showmen or of sociologists. Instead, it was the annual meeting of the Super Market Institute, gathered in Atlantic City last week to demonstrate that today's supermarket operators must be both showmen and sociologists to sell their goods. As choosy as shopping housewives, and twice as voluble, the 13,000 delegates wended their way through aisles crowded with 530 displays, talked about changes in the U.S. supermarket...
...fond is the shopper of gathering gossip along with the groceries that supermarket lounges are the coming thing. The Kroger chain (1,400 stores) is putting lounges in all its new supermarkets, with foam-rubber sofas, partitions to dampen noise, vending machines that serve drinks and food. To keep the kiddies busy-and teach them that the supermarket is the place to bring mom-supermarkets have blossomed with circuslike kiddy corners and amusements. Among last week's offerings: a cartoon theater, now used by 75 supermarkets, that seats up to 40 children, changes its 20-minute show every week...
There are also doubts about transparent packages, one of the star attractions of the supermarket. In a four-week test in Eastern supermarkets, grocers were surprised to find that shoppers bought more women's and children's socks, pants and other soft goods packaged in the old-fashioned cardboard containers. There also was less stealing...
Snob. In Sherman Oaks, Calif., when Robert Eschback was arrested on suspicion of pulling a stickup at a supermarket, he said he was never mixed up in that sort of thing: "I'm strictly a burglar...