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Exclusive: Mixed Results For Private Label Promotions

February 23, 2012
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There were mixed results for private label promotions during the week ending Feb. 15, 2012, with 8 of the 15 retailers seeing decreases in their private label share, compared to the same period last year, according to research done by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport.


There were mixed results for private label promotions during the week ending Feb. 15, 2012, with 8 of the 15 retailers seeing decreases in their private label share, compared to the same period last year, according to research done by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport.
 
Hoffman Estates, Ill.-based Kmart, part of Sears Holdings, saw its ads for private label offerings in its weekly circular drop 45 percent and Salisbury, N.C.-based Food Lion saw a 44.6 percent drop in the same period. Apart from Kmart and Food Lion, Cincinnati-based Kroger, also saw a notable decline of 25.9 percent.
 
Camp Hill, Pa.-based drug retailer Rite-Aid and Pleasanton, Calif.-based Safeway both saw noteworthy increases in their private label promotions for the same week year over year at 27.1 percent and 23.5 percent, respectively.
 
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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