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Exclusive Retailer Spotlight: Raley's Heats Up PL Pork Promotions

November 2, 2011
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Raley’s has been cooking up private label pork promotions, heavily promoting private label pork in its weekly advertisements, according to an analysis of weekly print ads for the 52 weeks ended Oct.29, 2011, provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).

 

The West Sacramento, Calif.-based retailer saw private label pork account for 17 percent of its overall pork advertisements for the current period. Private label accounted for 2

percent of Raley’s pork advertisements in the prior 52-week period. Pork products were featured in 2.21 percent of Raley’s ads in the latest 52-week period.

 

Private label crackers and bread saw the biggest decreases in promotions during the current 52-week at Raley’s. The crackers category dropped 7 points, accounting for 4 percent of Raley’s overall crackers print advertisements in the latest 52-week period. Private label accounted for 11 percent of Raley’s cracker advertisements in the prior 52-week period. The category was featured in 1.37 percent of Raley’s ads in the latest 52-week period.

 

The bread category dropped 7 points as well, accounting for 22 percent of Raley’s print advertisements in the latest 52-week period. Private label accounted for 29 percent of Raley’s bread advertisements in the prior 52-week period. The category was featured in 1.57 percent of the retailer’s ads in the current period.

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