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ShopRite Enlists Bloggers to Pitch Private Label

January 25, 2011
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Wethersfield, Conn.-based ShopRite’s decision to enlist food bloggers on their Web site to endorse private label products will increase pressure on other stores to follow suit, says Natalie Berg, research director at London-based retail consultancy Planet Retail.


Wethersfield, Conn.-based ShopRite’s decision to enlist food bloggers on their Web site to endorse private label products will increase pressure on other stores to follow suit, says Natalie Berg, research director at London-based retail consultancy Planet Retail.

 

About a dozen bloggers are featured on Potluck, ShopRite’s online blog. They post recipes that use private label items that can be found in its stores.

 

“It’s personal, honest and bound to resonate with budget savvy shoppers,” says Berg. “It also provides ShopRite with an opportunity to add value and move beyond pure price. Retailers in the U.S. should also be thinking about partnering with celebrity chefs. Getting a celebrity chef to endorse your private label can do wonders. Just look at the effect Delia Smith and Heston Blumenthal have had on Waitrose.”

 

Going forward we will see more and more grocery stores integrate their private labels into recipes, Berg adds. “This is a major untapped opportunity, particularly when it comes to mobile applications.”

 

In the future, ShopRite looks to add video cooking demonstrations and photos from exclusive Potluck events to the site.

 

 

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