lola42 wrote: ↑
February 24th, 2018, 10:41 am
Several of the comments in this forum bring up an interesting point - If an acquiring company keeps the original banner name (Longs) but then adds a bunch of parent company paraphernalia (CVS/Target cash registers, packaging, etc), doesn't the customer see through all this? I've always thought acquiring companies should be more mindful to keep as much of the parent company logo out of visibility of the customer as possible.
That's something I've always wondered too.
Safeway (pre-Albertsons) did the same thing, there was pretty much no differentiation between a Vons/Pavilions and a Safeway. All stores were pretty much Safeway in every way possible: Lifestyle decor, Safeway systems, Safeway private label (Safeway Select, Safeway Kitchens, etc).
Kroger does the same, but to a certain extent. They use the same "Kroger brand" private label, but they change the logo on the packaging to reflect the name of the Kroger banner that it's being sold at (Ralphs, Smiths, Frys, etc). Also if the banner they acquire is in a better position than their main Kroger stores, they leave it untouched as long as its working (Harris Teeter for example).
I guess the reason why retailers are able to get away with doing this, is simply because the average consumer isn't "retail savvy" like us in these forums. When they walk into a Longs Drugs they don't notice the CVS systems, or any CVS style signage/promotions. Many of them might not even know CVS owns Longs Drugs now. As long as the sign outside says "Longs Drugs", it's the same old Longs Drugs they've been shopping at for many years.