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Who Won The Week Pt. 12

· 2 min read
Doug Edmonds
Doug Edmonds
CEO

For July 4th week we are in Liberty, Missouri. As well as having the perfect name, it is also just a 250 hundred miles due east from the geographic center of the United States (Lebanon, KS). Liberty has a population of ~30,000 and is a satellite suburb of Kansas City.

WK27_LibertyMO_Map.png

The Contenders​

While there are three distinct banners in Liberty, MO, we have chosen just two for this week's analysis, HyVee and, local favorite, Price Chopper.

BannerAd Week StartAd TypeHQ Zipcode
HyVeeSundayPrint/Digital50266
Price ChopperWednesdayPrint/Digital64123

As you can see from the front pages, both banners are favoring the less-is-more philosophy. This could be driven by design principles, but more likely both banners know that customers will be doing a large holiday weekend shop and that is what is front-of-mind for them when selecting a retailer.

WK27_LibertyMO_FrontPages_2.png

Who Won​

With only a handful of promos to choose from, our AI shoppers did not distinguish either banner in terms of promo appeal. However, when it comes to customer interest, 95% of our AI shoppers selected their hometown favorite, a convincing win for Price Chopper.

WK27_LibertyMO_Results_V1.png

Key Take Aways​

While HyVee stores have a lot of autonomy when it comes to price and promotion, today's result is lesson in the importance of regional strength. With an HQ just 30 miles away, Price Chopper has many stores in and around Kansas City. High physical availability plays a big part in driving preference, and combined with a strong understanding of customer preferences, it is no surprise to see Price Chopper win at home this week.