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Exclusive Retailer Spotlight: Copp's Is Sweet On PL Candy Promotions

November 22, 2011
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Copp’s has a sweet tooth as it has been heavily promoting private label chocolate and assorted candy in its weekly advertisements, according to an analysis of weekly print ads for the 52 weeks ended Nov. 12, 2011, provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).


Copp’s has a sweet tooth as it has been heavily promoting private label chocolate and assorted candy in its weekly advertisements, according to an analysis of weekly print ads for the 52 weeks ended Nov. 12, 2011, provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).
 
The retailer, owned by Milwaukee-based Roundy’s Supermarkets, Inc. saw private label chocolate and assorted candy account for 11 percent of its overall chocolate and assorted candy advertisements for the current period. Private label accounted for 8 percent of Copp’s chocolate and assorted candy advertisements in the prior 52-week period. Chocolate and assorted candy products were featured in 1.86 percent of Copp’s ads in the latest 52-week period.
 
Private label bottled water, cheese and frozen pizza saw the biggest decreases in promotions during the current 52-week at Copp’s. The bottled water category dropped 8 points, accounting for 17 percent of Copp’s overall bottled water print advertisements in the latest 52-week period. Private label accounted for 25 percent of Copp’s bottled water advertisements in the prior 52-week period. The category was featured in 1.8 percent of Copp’s ads in the latest 52-week period.
 
The cheese category dropped 6 points, accounting for 27 percent of Copp’s print advertisements in the latest 52-week period. Private label accounted for 33 percent of Copp’s cheese advertisements in the prior 52-week period. The category was featured in 2.17 percent of the retailer’s ads in the current period. The frozen pizza category dropped 6 points as well, accounting for just 4 percent of Copp’s print advertisements in the lastest 52-week period. Private label accounted for 10 percent of Copp’s frozen pizza advertisements in the prior 52-week period. The category was featured in 1.95 percent of the retailer’s ads in the current period.
 

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