EXCLUSIVE: Canadian Retailers Gain Lead in Private Label Advertisements

April 21, 2011
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Three Canadian based retailers made their way into the top 10 retailers promoting private labels, according to an analysis of ads for the week ending April 16, 2011 provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).
“Canadian retailers seem to be growing in their private label marketing,” says Tom Pirovano, vice president, industry insights, at ECRM. “Pharma Plus, for instance, is running three and a half pages of private label ads in the back of their circular.” By bulking together private label products rather than having them all side-by-side retailers can focus on more building the brand equity of private label merchandise, explains Pirovano.
Wegmans remains the top promoted of private label products in its circular despite its announcement a few weeks ago that it would be cutting the publication of its circulars in half to every other week. “Wegmans is hitting private label hard and really pushing the about value message, “says Pirovano, “which is a stance that is hard to argue with in this economy.”
Looking at category promotions poultry saw the biggest decrease last week with 24.1 percent of circulars devoted to the product. The category also saw a 7 percent decrease compared to its average for private label promotions in 2010. “I think with Easter coming we will see more of an emphasis on ham products rather than poultry,” explains Pirovano.

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