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Exclusive: Kmart Sees Over 100 Percent Jump In PL Promotions

August 1, 2012
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This week, nine out of 14 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.

Lakeland, Fla.-based Publix (-61.6%) saw the highest decline in its private label promotions when compared with last year. Woonsocket, R.I.-based CVS (-40.0%) and Salisbury, N.C.-based Food Lion (-38.8%) also continue to observe drops in their private label promotions.

Hoffman Estates, Ill.-based Kmart, part of Sears Holdings Corp., (+122.1%) saw a huge increase in its private label promotions, driven by the rise in promotion of household products. Camp Hill, Pa.-based Rite-Aid (+36.8%) and Albertsons-SV (+20.3%) were among the other retailers who experienced growth in their private label promotions year over year.

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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