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Article: Mass merchants' fliers show varied strategies: Target and Kmart focus on only a few private label categories, while Meijer and Fred Meyer go for the broad-brush approach.(Special report: store fliers)
- Article from:
- Private Label Buyer
- Article date:
- November 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mass merchandisers have significantly different philosophies about promoting private label items in their newspaper fliers, based on studies by PL Buyer of fliers distributed in markets nationwide from Aug. 31 to Sept. 30 of this year.
Target and Kmart tend to focus on a narrow range of private label categories, without use of coupons or rebates. Fred Meyer and Meijer advertised a far wider range of private label products. Only Fred Meyer had coupons for private label products in its fliers. By and large, the item/price approach rules.
We searched only categories most commonly found in supermarkets and drug stores--which means we excluded general ...