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Price Chopper urges store brand digital partnerships

Price Chopper is raising its game in digital marketing, and it's seeking collaboration with store brand supplier partners.

That was the message from Heidi Reale, director, shopper and digital marketing, during a presentation at the 2015 Private Label Trade Show in Chicago, sponsored by Private Label Manufacturers Association.

Heidi Reale
Heidi Reale

"We want to partner with own brands," she told an audience that included a large number of suppliers. "We have to lead the charge because we're the retailer and it becomes our brand. You guys manufacture it. But we have to bring it to life in the store. So the more we can collaborate, the better the results will be for both of us."

Schenectady, N.Y.-based Price Chopper, like many organizations, had taken traditional approaches to marketing, including print and TV. About three years ago it started a Shopper and Digital Marketing Department to respond to the increased use of digital platforms by the next generation of consumers. Reale's team runs this department, which aims to connect shopper marketing and digital. Every shopper marketing program takes an omnichannel approach.

Price Chopper's wide-ranging digital programs for its Price Chopper and Central Market brands include targeted emails, digital coupons, homepage sliders, splash pages, and platforms ranging from Pandora to Google Display.

"We'll be promoting three own-brand videos this holiday season" on social platforms, she said.

Store brand suppliers might want to take a page from the retailer's collaboration with national brand CPG companies, she added. "CPGs come to us with recipes, pictures, and solutions for consumers."

She encouraged store brand manufacturers "to come to us with recipes we can bring to life."


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The retailer has been surprised by the strong results generated from its efforts.

"When you put it together in an omnichannel approach there are incremental sales to be had," she said.

Last year the company's Dairy Month program produced a 48% year-over-year gain in dollars and a 30% rise in units. Even more surprising, the Spring Cleaning program, which focused on the same legacy products as years past, saw almost a 50% year-over-year increase.

Other speakers during this educational session were Brad Robertson, SVP, marketing services, MyWebGrocer, and Colt Reichart, director, digital and creative media, Red Gold. The program was moderated by Jim Wisner, Wisner Marketing Group.

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