Retailer print circulars tell compelling stories about company marketing strategies, according to data from ECRM, which tracks ad trends in its MarketGate Ad Comparisons program. This week SN launches its new Data Points feature by showing how retailer ad strategies differ, including with circular frequency, ad density (number of ad blocks), private label promotion, and other factors. More information about the tables here appears in the top Viewpoints column on page 8.
SOURCE: ECRM, 12-month period ending Dec. 12, 2010
17.9%
On average, private label represents 17.9% of supermarket ad blocks.
Traditional supermarkets dedicate about 85% of their feature ads to foods.
Retailers Promoting Their Store Brands
| GROCERY BANNER | PRIVATE LABEL SHARE OF ADS |
|---|---|
| Aldi | 64% |
| Fresh & Easy | 60% |
| Wegmans | 51% |
| Hannaford | 28% |
| Hy-Vee | 28% |
| H-E-B | 28% |
| Giant-Carlisle | 26% |
| Genuardi's | 25% |
| Loblaw | 25% |
| Pay Less | 25% |
Circular Density and Frequency Outside the Grocery Channel
| GROCERY BANNER | AVG AD BLOCKS PER CIRCULAR | CIRCULARS PER YEAR |
|---|---|---|
| Wal-Mart | 75 | 42 |
| Target Stores | 194 | 55 |
| Kmart | 286 | 65 |
| Walgreens | 166 | 60 |
| CVS | 176 | 52 |
| Rite Aid | 156 | 55 |
| Dollar General | 67 | 30 |
| Family Dollar | 95 | 43 |
| 99 Cents Only | 22 | 52 |
Compare with grocery average of 186 ads/circular
Grocery Share of Retailer Ads For Drug, Dollar and Mass Retailers
| RETAILER NAME | GROCERY SHARE OF RETAILER ADS |
|---|---|
| Dollar General | 50% |
| 99 Cents Only | 48% |
| Meijer | 38% |
| Duane Reade | 35% |
| Family Dollar | 35% |
| CVS | 33% |
| Walgreens | 33% |
| Bartell Drug | 30% |
| Shoppers Drug Mart | 28% |
| Kinney Drugs | 28% |
12 Months Ending 12/19/10
Jewel-Osco tops the list of grocers running the most ad circulars, which reflects the fact that Chicago is such a major high-low market in terms of volume sold on deal.
— ECRM
Grocers Running the Most Ad Circulars
| GROCERY BANNER | AD CIRCULARS PER YEAR |
|---|---|
| Jewel-Osco | 99 |
| Safeway | 87 |
| Carrs | 87 |
| Pavilions | 87 |
| Vons | 87 |
| Randall's | 87 |
| Tom Thumb | 87 |
| Dominick's | 87 |
Average for major grocery chains: 54 circulars/year
Grocers Promoting Less Private Label
| GROCERY BANNER | PRIVATE LABEL SHARE OF ADS |
|---|---|
| Price Chopper | 6% |
| Dierbergs | 7% |
| Shop ‘N Save | 8% |
| Demoulas | 8% |
| Albertsons | 8% |