Private Label Buyer Blog

‘Buy Theirs, Get Ours Free’

July 1, 2014
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In an interesting expansion on trialing tactics, Stop & Shop will again promote its store brands through a “Buy Theirs, Get Ours Free Challenge.” During the weeks of June 29 and July 6, and again the weeks of July 27 and August 3, when customers purchase select national brand products, they will get a free comparable, NBE Stop & Shop product. Ideally, this allows the shopper to perform their own side-by-side comparison of the products—a bold move by Stop & Shop, indicating a strong benchmark of quality built into their private label products. The retailer first ran this promotion earlier in the year, and Judi Palmer, director of marketing and external communications for Stop & Shop noted that “it was very successful in introducing a large number of customers to Stop & Shop brands. We’re hopeful that once a customer tries an item and realizes it is as good as or even better than the national brand, they will return to our stores to purchase these products again and again.” Promotion of the deals includes highlights in its weekly circular and on the home page of its website. In-store promotion of the deals includes weekend sampling of Stop & Shop private label products in all stores.

The promotion is heavy on summer-friendly items like barbecue sauce, fruit juice, chips and other snacks, lunchmeat, and sunscreen.

Stop & Shop noted that its Own Brands have been reformulated in recent years to improve upon taste and quality, while still offering affordable prices. Formulation decisions stemmed in part from customer feedback.

I like this approach, fearlessly pitting your own products against leading national brands, and look forward to hearing how the promotion went.

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