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Study: Only one-quarter of parents chasing promotions for back-to-school

BY Marianne Wilson

New York — Only 26% of parents say they are shopping wherever the best back-to-school promotions are offered, according to a study by WSL/Strategic Retail. The finding was revealed as part of the company’s Back-to-School 2012 How America Shops trend report, which tracked what stores and categories parents are shopping.

“Given today’s promotion-driven retail climate, it was surprising to learn that it’s not only about finding the best deal this season,” said Wendy Liebmann, CEO of WSL/Strategic Retail. “Yes, it’s about the right price – but that’s only part of the story. It’s also about seeking out a broad selection of merchandise in a convenient place, and most parents already have a clear idea of where they can find that for back-to-school. For 75% of them, that means heading to a mass merchant such as Target or Walmart.”

According to the report, this is where parents are shopping for BTS goods:

  • 75% — Mass merchandisers such as Target, Walmart and Kmart;
  • 34% — Department stores like Macy’s, Kohl’s, JC Penney, Nordstrom, Saks, etc.;
  • 30% — Dollar stores including Dollar General, Family Dollar, etc.;
  • 29% — Internet sites such as Amazon;
  • 24% — Drug stores such as CVS, Walgreens, Rite Aid, etc.; and
  • 24% — Warehouse clubs including Costco, Sam’s Club, etc.
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ECRM: Drought not affecting food prices

BY CSA STAFF

SOLON, Ohio — Efficient Collaborative Retail Marketing reported that the current drought conditions have yet to lead to an increase in food prices.

“We predict that the food-at-home index will decline for the month of July [however],” ECRM stated in a release Friday.

For a detailed look at ECRM’s predictions on how drought conditions will impact food prices, click here.

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Albertsons Market furthers social media effort with Facebook contest

BY CSA STAFF

BOISE, Idaho — Albertsons Market has launched a month-long contest asking customers to share their “Best Road Trip. Ever!” through photos, videos and essays on Albertsons Markets’ Facebook fan page for a chance to win a new car.

Each time a customer submits an entry, “miles” are added to the campaign road trip. As more “miles” are accumulated, the value of the car increases. The “Best Road Trip. Ever!” campaign begins with a Ford Fiesta and works its way up through the Ford model line. 

On Sept. 1, the public will begin voting for their favorite entries in each of three categories: pictures, videos and essays. At the end of the voting period, the top five entries in each category will be the finalists from which Albertsons Market will select one winner.


“Everyone loves to tell a story and it just so happens that we truly love to listen! In return, we are rewarding our customers with the chance to win a brand new car," stated Karl Meinhardt, VP social and digital marketing for Albertsons Market. 

To offer the contest to its customers, Albertsons Market partnered with sponsors Tender Choice, the National Pork Board, J.M. Smucker, Mike and Ike Candy, Wrigley and Fresh Express.

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