Presentation on theme: "How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011."— Presentation transcript:
How Retailers Promote Their Own Brands Review of Private Brands Promotions November, 2011
Topics Covered Private Brand Share of Promos Vs. Year Ago Private Brand Ad Support Across Departments Top Categories Promoting Private Brands Top Retailers Promoting Private Brands Private Brand Web Promotions
Private Brand Share of Promotions Vs. Year Ago Source: ECRM, 52 Weeks Ending 10/22/2011 Private Brand Share of Weighted Retail Ad Support Private brand share of ad support is down across all departments except general merchandise.
Percent of Private Brand Promotions By Product Segment Source: ECRM 52 Weeks Ending 10/22/2011 Excludes Unbranded Promos Food segments represent 43.8% of all private brand promotions
Categories with the Most Private Brand Promos Source: ECRM, 52 Weeks Ending 10/22/2011 Surprise! Bedding products represent 3.4% of weighted retailer ad support.
Categories With Over 90% of Ads Promoting Private Brands Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories Excludes Ads for Unbranded Products
Private Brand Promotions Across Mass Merchandisers Source: ECRM, 52 Weeks Ending 10/29/2011
General Merchandise Categories with Highest Private Brand Share of Promotions Source: ECRM, 52 Weeks Ending 10/22/2011 Excludes Some Smaller Categories
Top Retailers Promoting Private Brand General Merchandise Source: ECRM, 52 Weeks Ending 10/29/2011
Private Brand Share of Web Promotions Across Key Retailers % Private BrandsTotal Web Promos Supermarkets Kroger Stores0.1%945 Albertson's (SV)0.0%678 Food Lion0.0%1838 H.E.B.0.0%862 Publix 0.0%485 Safeway 0.0%3190 ShopRite0.0%593 Drug Chains Rite Aid31.6%193 Walgreens13.0%1258 CVS7.3%977 Mass Merchandisers Kmart25.8%814 Target Stores17.6%2392 Walmart-US2.0%1095 Meijer0.9%216 Source: ECRM 13 Weeks Ending 10/29/11 Select Retailers Leading grocers run very few web promotions for private brands.
Top Categories for Private Brand Web Promotions Source: ECRM 13 Weeks Ending 10/29/11 Select Retailers
Methodology Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size. Ad counts include branded & private label products, but not unbranded. Ad Circular Data Includes U.S. & Canadian Retailers ECRMs MarketGate Ad Comparisons Web Site: Studies on Retail Promotions: Contacts: Scott Whalley Tom Pirovano