Private Label Buyer

CVS Eases On Promotions

February 20, 2013

After two weeks of pushing private label promotions higher, CVS took its foot off the gas pedal last week, according to data provided exclusively for PLBuyer’s eReport by Chicago-based market research firm Market Track.

CVS had 18.7 percent fewer private label promotions last week than a year ago, after increases early in the year following the launch of its Total Home private brand and the revamp of its Gold Emblem consumables brand.

Market Track research showed CVS increasing private label snacks promotions monthly from November through January, with paper and plastic promotions also moving higher. There were no notable changes on the HBC side, although the research showed promotional pushes in pharmacy services in January, consistent with the cold/flu season.

Other drugstores split on the promotions side last week. Rite-Aid pushed lower, with 54.9 percent fewer promotions than a year ago, while Walgreens increased its promotions by 22.3 percent.

Eight of the 15 retailers followed by Market Track showed decreases. Albertson’s-Supervalu led gainers with 67 percent more promotions.

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 2-13-13