Private Label Buyer

Big Changes For Some In Private Label Promotions

January 11, 2013

The start of the year meant some different strategies for some retailers in their private label promotions, according to work done by Chicago-based market research firm Market Track exclusively for PLBuyer’s eReport.

Eight of the 15 retailers followed by Market Track showed decreases in their private label promotions from a year ago, but a handful took much different tactics than a year ago.

Publix, for example, had 95.9 percent fewer promotions than the beginning of 2012, almost half as many by volume. HEB had 29.6 percent fewer promotions.

Food Lion, on the other hand, went with more promotions early in the year, as did Walgreens. Food Lion’s promotions were 56.7 percent higher than a year ago, while Walgreens’ were up 53 percent. Target also showed big gains with 34.2 percent more promotions than a year ago.

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.

PL Promotions 1-11-13