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Who Won The Week Pt. 3

· 3 min read
Doug Edmonds
Doug Edmonds
CEO

This week we have selected another competitive zip code, again in the mid-Atlantic region. As we add more retail locations to our map, we are on the lookout for competitive markets. We define a competitive market as one which has a high number of unique banners in the zip code area.

Analysis of Annapolis, MD shows 6 retail banners in the zip code.

Annapolis Banners
Giant Food
Lidl
Aldi
Whole Foods Market
The Fresh Market
Safeway

Map Of Annapolis Showing Selected Banners

WK17_Annapolis.png

While Safeway is within the zip code we have decided to focus on the four banners shown in the map. Technically, Whole Foods and The Fresh Market are more likely to be competing for different baskets than Aldi, Lidl and Giant Food but I thought it was worth including one of them (Whole Foods) to see how their promos performed.

The Front Pages​

After Easter Week we fall back into a regular retail week, Cinco De Mayo is coming up and there is some reference to it in two of these three front pages; Lidl explicitly referring to Cinco De Mayo while Giant Food features limes and tortillas. For Aldi, it's business as usual.

Wk17_Annapolis_ads.png

Who Won​

Aldi's Weekly Ad got the highest share of choices from our AI model, with 37% of our AI-shoppers choosing an item off their front page. Giant Food placed 2nd with 31% of selections and Lidl came in 3rd with ~26%.

Compared their Easter Weekend ad, Giant Food ran far fewer front page promos this week, possibly as a result of devoting more promo budget to winning larger wallets shopping for Easter, the weekend before. Either way, Aldi and Lidl represent tougher competition for Giant Food than that seen in Towson, MD.

WK17_annapolis_results_v3.png

Potentially, one thing working against Giant Food in Annapolis is that the retailer features the same promotions that it runs in the more upscale zip code of Towson, MD. A key difference in Towson is that Lidl has not launched and so the low-priced retailer competition is not as strong there. As we gather more data we will be able to identify where the price / ad version zones are for each retailer to see if we can surface insights into how they operate their promotional strategies.

Get in touch to find out how your geography and banner perform.