Back in the mid-90s, retail technologists armed with early POS data reported a surprising observation: Consumers who purchased beer tended also to buy — drum roll — diapers.



The legend of “beer and diapers” was born, promoting ever after the power of data mining to identify seemingly counterintuitive merchandise connections on the shelves.



For years, researchers (and editors) have sought the next great example. Last month, a candidate emerged from the Do it Best May Market Merchandise Preview.



Based on the latest POS data from the co-op’s Inventory and Pricing Dashboard, the major additional item sold when a Do it Best member customer buys expanding foam sealant is — drum roll — mouse traps.



When one considers the products, it makes sense that filling cracks and catching mice complement each other. But it’s not an obvious connection.



According to Do it Best VP marketing Rich Lynch, the finding is a clear signal for store managers to add a strip clip of mouse traps next to cans of expanding foam, or some other cross-merchandising strategy. Also, “Educate employees and tell customers about it,” he said. “I’d be all over my store’s Facebook page with that story.”