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Who Won The Week Pt. 10

· 3 min read
Doug Edmonds
Doug Edmonds
CEO

In our 10th post we are in Montclair and Little Falls NJ area this week. Zip codes 07424, 07044, and 07043 lie 20 miles west of Manhattan. So as with last week we are within an easy commute of New York City, and all that entails.

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We looked at four banners in this region, The Fresh Grocer, Shop Rite, Acme Market and Kings Food. Its head-to-head of Wakefern co-op vs Albertsons family banners.

The Contenders​

Three of the four banners launch new promos on a Friday (very sensible imho) with Shop Rite hanging new price tags Saturday evening in readiness for the Sunday shopping rush. In this zip code it makes more sense to have a different phasing given they are in competition with another member of the Wakefern cooperative, The Fresh Grocer.

BannerAd Week StartParent OrganizationHQ Zipcode
The Fresh GrocerFridayWakefern08832
Shop RiteSundayWakefern08832
Acme MarketsFridayAlbertsons83706
Kings FoodsFridayAlbertsons83706

Its worth pointing out that these promos all expire before Fathers Day weekend so we are not seeing much of that theme coming through. Its worth pointing out that these promos all expire before Fathers Day weekend so we are not seeing much of that theme coming through.

The Front Pages​

Both Albertsons banners are relatively restrained in the number of items on their front page. Shop Rite and Kings Food are both maxing out their front page promo counts.

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Who Won​

This week The Fresh Grocer won on both metrics - breadth of appeal and % customer interest, the metric that correlates with a higher share of new baskets. However, their front page is never going to be used as an example of precision retail marketing.

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Some of the top items for The Fresh Grocer were:

  • Green Peppers or Tomatoes on the Vine 99¢ lb.
  • Canada Dry Ginger Ale Bottles 6-Pack 3 for $11
  • Smithfield Bacon 3.99
  • Pepsi or LIFEWTR Purified Water 1-Liter 4 for $5 when you buy 4
  • Imported Provolone 9.99 lb.

Key Take Aways​

These Wakefern banners could be come a lot more effecient in their use of the Weekly Ad. In doing so they would become more effective, giving key items more space to stand out on the page. On that note, Kings Food deserves a special mention. Running fewer items on the front page will have no doubt further helped their Pork Ribs promo. Among our AI shoppers this promo helped them win a high % customer interest score despite having a front page with narrower appeal.