Exclusive: Ingles Markets Doubles Private Label Ad Promotions

April 6, 2011
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Ingles Markets stood out this week in a crowd dominated by private label retail heavyweights like Fresh & Easy, Wegmans and Aldi by nearly doubling its weekly private label promotions compared to its average for private label promotions in 2010, according to an analysis of ads for the week ending April 2, 2011 provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).
“Both Fresh Market and Ingles Markets showed a spike in private label offerings last week,” says Tom Pirovano, vice president, industry insights, at ECRM. “The fact that they have more than doubled their private label promotions shows a significant jump for both retailers.”
Wegmans held on to its top spot last week with 87.5 percent of its weekly ad circular devoted to private label items. The grocer also saw a 33.5 percent increase in its average private label weekly promotions compared to its average for all of last year.
“Wegmans is very conscious of the fact that they are considered a more premium store and they want to show consumers that, especially with the rising price of commodities, they are all about value,” says Pirovano. “The company uses its back page to promote primarily private label values. I think in coming weeks they will continue to take an aggressive stand in the marketplace.”
Houston, Texas, grocer H.E.B. that took the lead in total private label advertisement blocks since last April with 27.3 percent of its ads devoted to private label products, according to a second report released by ECRM. The Kansas City, Mo.-based Price Chopper saw the other end of the list with 6.02 percent of its advertisement blocks devoted to private label products since last April.
“I think Price Chopper uses its ad circulars as a source of revenue instead of as a showcase of its private label products,” explains Pirovano. “Instead of putting an emphasis on circulars the company puts more of an emphasis on in-store marketing to draw attention to its own products

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