Target Boldly Promotes Store Brands on its Circular Cover

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October 15, 2009

By Maureen Azzato

Although many retailers claim store brands are vital to the future viability of their businesses and critical to differentiate themselves and create customer loyalty, few heavily promote their stores brands in weekly circulars, never mind giving them cover placement.

Why? National brands pay retailers big bucks to ensure their brands take not only center stage, but also more than 90 percent of the circular stage, if you will.

But Target thinks its high time store brands are advertised front and center. On October 11, the mass merchandiser devoted the entire cover of its weekly circular, plus half of its second page and a quarter of the third page, to promote Market Pantry and Archer Farms store brands, including juice, cookies, frozen entrees, milk, cereals, lunch meats, dinner kits and numerous other items. Some up & up store brand items were also featured on inside pages.

The 28-page circular -- with the cover that boldly stated, "Big brand quality, Unbeatable prices" - strongly indicates that Target intends to be more innovative and strategic with its store brand advertising and marketing.

On its web site, Target is also promoting more ways customers can receive their weekly circular and notification of specials, including registering for a weekly email copy, a mobile feed option, as well as a special iPhone application.

Target may just be trying to rekindle its hip discounter roots using new cutting edge electronic media to promote its brand and better communicate with customers.

They are also saying its hip to be a smart store-brand shopper.

SBD View: Kudos to Target for demonstrating the fortitude to devote prime circular real estate to store brands. This innovation and leadership is an example for others to follow who are interested in realizing the potential of their store brands. What do you think?

Read These Related Articles:

• Tesco Reveals Carbon Footprint on Private Label Milk
• Food Safety: A Store Brand Equity Investment
• Weis Markets Cuts Prices and Vows to Freeze Them for 90 Days
• Target Plans to Add 100 More Up & Up Products in 2010
• Wal-Mart Installs New Store Brand Packaging Design Software

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