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EXCLUSIVE: Fresh Market a Clear Winner in YTD Online PL Promos

April 28, 2011
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Greensboro, N.C.-based Fresh Market showed a clear lead in 2011 year-to-date private label online promotions, based on an analysis by Chicago-based research firm MarketTrack. A startling 100 percent of Fresh Market’s ads on the company’s homepage were private label items. MarketTrack did the analysis exclusively for PLBuyer's eReport this week.

 

This number is in stark contrast to the West Sacramento, Calif.-based grocer Raley’s that had no private label advertising on its homepage. The company still came in the number two spot for overall Web site private label advertising in MarketTrack’s study because of the 51 percent of private label products found throughout the rest its Web pages.

 

“Some retailers are putting a bigger emphasis on putting their products on the Web pages rather than the homepages so that they can use the main page as a way to discuss how good their company is and other promotions like that,” says Todd Birchenough, research director at MarketTrack.

 

By comparison, both companies had less than 20 percent private label advertisements in their weekly print free-standing inserts. “It depends on each company’s funding model; some might be getting more profit from Web sales while others are still using the print to drive sales. Once companies figure out how to drive point and click information onto their homepage, that is when you will a change happen as more retailers move their sales online rather then in print,” says Birchenough.

 

Looking solely at print advertising, HyVee was the heaviest promoter of private label products in the weekly ad circulars so far this year, MarketTrack found, with 22 percent of its circulars devoted to private label.

 

 

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