Who Won The Week Pt. 9
This week we hit 110 banners uploaded to our map and crossed 22,000 store locations uploaded to DecaSIM Compete. As we have seen in previous weeks, as our banner count increases we are adding banners with fewer stores. This week is no exception as we take a trip to East Meadow, NY. East Meadow, zip code 11554, is a hamlet on Long Island, NY, with population 36,806.
In terms of the phasing of the ad weeks, we see Stew Leonard's keeping it real with a Wednesday to Thursday ad week. Both Uncle Giuseppe's and Food Town begin on a Friday. Shop Rite, however, making the bizarre decision to start on a Sunday. The implications of changing tags on a Saturday after the busiest shopping day and potentially being out of stock on hot promos just as your competitors refresh theirs is hard to fathom.
| Banner | Start Of Ad Week | Page Count | HQ Zip Code |
|---|---|---|---|
| Shop Rite | Sunday | 10 | 06109 |
| Stew Leonards | Wednesday | 1 (web only) | 11554 |
| Uncle Giuseppe's | Friday | 4 | 11747 |
| Food Town | Friday | 8 | 08830 |
The Front Pages
The one stand out difference in front pages from these four banners is the one from Stew Leonard's. As well as being a web-only ad, it is featuring a handful of the items compared to the dense offers we see on the other three banners' ads.
Who Won
Food Town picking up top spots on both our metrics this week. It's front page have a breadth of offers which contributed to a high potential share driver score. Capturing 52% of customer interest this week. Driving this performance was a strong grilling theme: Chicken Drum Sticks, Pork Chops, Squash and Kingsford Charcoal.
Key Take Aways
Sometimes more is more. Food Town offered the right mix and breadth and depth without over packing the front page.
As it relates to Shop Rite's performance, perhaps it's promo strategy has to take into account it is coming to market after the two big shopping days; it's offers need to ensure there are deals on the shelves when next Friday/ Saturday rolls around. Having said that, they secured the second most chosen item (Lobster tails at 2/$11.98) so perhaps it is winning the Sunday Lunch trip.
Stew Leonard's deserves a mention, with fewer promos on its 'front' page it managed to win 30.4% of customer interest derived from two strong performing promos: Vidalia Onions and Salmon Fillet.
Get in touch to find out how your geography and banner perform.