BY LISA BIANK FASIG
The Cincinnati Enquirer
The giant blue gorilla roped to the roof of the Mount Airy IGA store has less to do with hot air than it does hot competition.
The inflated primate silently welcomes shoppers as the IGA store enters the second year of a national promotion to push the independently run stores. It is a promotion that is funded by 32 suppliers and designed to promote the benefits of the smaller retailers over their major rivals.
Wednesday, representatives for Pillsbury Co., Nabisco Biscuit Co., Miller Brewing Co. and other suppliers shuttled to Mount Airy and two other area IGA supermarkets to scrutinize this campaign, called "Explore a Store with IGA." Available to the 2,000-plus U.S. members of the IGA alliance, it provides national advertising, special promotions, an Internet forum where retailers can share publicity ideas and a sweepstakes.
The other stores participating in the visits Wednesday were the Fair Avenue IGA in Hamilton and the Newport Service Plus IGA in Newport. Efforts deemed successful at the Cincinnati stores might be expanded to other IGAs across the country.
"The theme of Explore the Store tries to get the customer to explore every segment of the store, not just come in, grab one thing and leave," said Walt LaFary, owner of the Mount Airy store.
For each of the four weeks the program operates -- from April 19 to May 19 -- eight suppliers feature three sale products in the stores. The goal is to entice customers to come in and find them.
Steve Holdiman, director of the grocery wholesaler and independent team at Nabisco, said the program is an opportunity for IGA to showcase what it can do in the marketplace.
"We can effectively rally around a national event, yet we can show our autonomy."
Freedom is an important quality for IGA operators who are trying to distinguish their stores. Mr. LaFary said that at an average 18,000 to 20,000 square feet, store size is a leading competitive issue at IGA. Kroger Co., by comparison, is opening 80,000-square-foot stores.
But because IGA stores are small and independently run, they are nimble and can make quick-action decisions regarding prices and management. As a result, Mr. LaFary think that the stores are more in touch with community needs.
It is a quality that has generated a loyal following among some shoppers, such as Diana Sanzone, a resident of White Oak, who has been shopping at the Colerain Avenue location for 35 years.
"I'm a creature of habit," she said, shuffling through coupons. "I don't like the big stores."
