CVS Records Major Spike in Private Label Promos

January 12, 2012
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Drugstore chain CVS, locked in an intensely competitive battle with rival Walgreens for consumer dollars, increased its private label promotions 79.2 percent in the week ending Jan. 4, 2012, compared with the same week the prior year, the largest jump among  retailers surveyed by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport.


Walgreens private label promotions in its weekly ad circular rose 10.9 percent when compared to the same week last year. Rite Aid, the third of the big three drug chains, saw its private label promotions fall 43.9 percent in the week ending Jan 4 when compared to the same week last year, Market Track reports.


Texas regional powerhouse H-E-B had the second largest increase after CVS, seeing its private label promotions rise 55.3 percent in the week ending Jan 4, accounting for 33.3 percent of its circular promotions this year compared with 21.5 percent in the same period last year.


The week presented a mixed picture when it came to how heavily the 15 retailers whose ad circulars were examined promoted private label. Eight saw decreases in private label promotions while seven saw increases. Rite Aid saw the sharpest drop, followed by Food Lion and Target.


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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