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Exclusive: Kroger Sees Almost 100 Percent Increase In PL Promotions

July 27, 2012
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This week, 60 percent of retailers tracked by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport saw decreases in their private label advertising when compared with the corresponding week last year.
Camp Hill, Pa.-based Rite Aid (-61.2 %) witnessed the highest decline in its private label promotions when compared to the corresponding week previous year. Woonsocket, R.I.-based CVS (-32.0%) and Salisbury, N.C.-based Food Lion (-37.9%) continued to see declines in their private label promotions year over year.
Cincinnati-based Kroger (+ 91.6%) had the highest gains this week in its private label promotions, mainly due to the promotion of the office supplies and stationery. Deerfield, Ill.-based Walgreens (+ 53.5%) also had a noteworthy gain in its private label promotions this week. Other retailers experiencing growth in their private label promotions include Albertsons-SV (+14.2%) and Lakeland, Fla.-based Publix (+10.0%), year over year for the same week. Minneapolis-based Target and H-E-B saw marginal increases in their private label promotions.
Market Track’s analysis reflects regional versioning and market specific differences in circulars. This is accomplished through an extensive collections process, including physically obtaining the ads from the various markets in which they are distributed. In instances where retailers send additional circulars to a limited number of markets, Market Track’s information reflects these nuances to give a view of what is happening nationally. 
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