EXCLUSIVE: Supervalu, Schnucks Focus On Online PL Promotions

May 19, 2011
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Eden Prairie, Minn.-based grocer Supervalu and St.Louis, Mo.-based Schnucks have put a significant focus on online private label promotions. Since the beginning of the year both retailers have been promoting 100 percent private label products online. This comes in contrast to the 22 percent and 26 percent, respectively, each has devoted to private label in print circular front pages since the first of the year.
These findings emerged in an analysis of year-to-date 2011 print circular front pages and online private label promotions done exclusively for PLBuyer's eReport by Chicago-based research firm MarketTrack.
Wegmans has taken a different approach. The Rochester, N.Y.-based grocer has not promoted any private label products online since the first of the year, according to the data. This is striking “especially as more than half of front page space in Wegmans’ circulars is dedicated to private label items,” says Ali Lipson, marketing analyst for MarketTrack.
To produce its findings, MarketTrack analyzed the amount of weekly private label promotions in print circulars and online promotions since the first of the year.


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