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Wegmans to Cut Frequency of Ad Circulars, Will Others Follow?

April 8, 2011
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Wegmans Food Markets, which other supermarkets closely watch for signs of what’s to come in retailing, is changing the frequency of its food ads from weekly to twice monthly, promoting speculation about who might follow.

 



Wegmans Food Markets, which other supermarkets closely watch for signs of what’s to come in PL retailing, is changing the frequency of its food ads from weekly to twice monthly, promoting speculation about who might follow.

 

“As a recognized innovator in retailing, it will be interesting to see if other retailers follow Wegmans decision,” says Tom Pirovano, vice president, industry insights, at ECRM.

 

Wegmans announcement earlier this week that it plans to cut the publication of its print flyer in half to twice monthly. The company announced that it made the decision in conjunction with its effort to freeze its prices through the end of 2011 on 40 staple products.

 

“The Wegmans’ decision to run fewer circulars may be driven by higher production costs,” Pirovano says.  “Compared to other grocers, the Wegmans circular is more like a magazine with articles worth reading and appetizing artwork.

 

“With so many new online tools using mobile and social media, it’s surprising how so many retailers are committed to print circulars. Safeway, Publix, Jewel, Dollar General, Family Dollar and JC Penney all ran many more circular ads in 2010 versus 2009,” he says.

 

Of the few retailers that have, like Wegmans, decided to cut the frequency of ad circulars, most are squeezing more ads into fewer flyers, says Pirovano.

 

ECRM provides PLBuyer’s eReport with an exclusive weekly analysis of how much space U.S. retailers devote in their circulars to private label products.

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