HCal wrote: ↑October 29th, 2022, 4:59 pm
storewanderer wrote: ↑October 23rd, 2022, 6:47 pm
I always felt like Kroger should eliminate the low quality value label entirely and focus on keeping the most competitive price point on the Kroger brand. Seemed like they were part of the way there... then this Smartway thing happened...
There is some interesting psychology behind this. The way I remember it, when presented with two options, most people will choose the cheaper one, because they view the two options as "standard" and "expensive". But when presented with three options, they view them as "cheap", "standard" and "expensive", and will therefore tend to choose the middle one. So having the low-quality private labels may help Kroger get slightly higher prices on the "Kroger" branded products.
Kroger has had a 3-tier private label system for a long time, so it seems to be working for them.
Going back to the intended topic of the thread, this varies. While F4L/FoodsCo does push the "value" line quite hard, mainly due to large displays of the few SKUs in the line, the other Kroger divisions (including Smiths, Frys, King Soopers, Dillons, Ralphs, QFC, Fred Meyer) do not push this stuff; it is hidden on the shelf, no displays, no promotion, and just not something that they promote. They have been discontinuing the owl/Check this Out items at Smiths every reset in recent years and no new items were being added from the line.
My last visit to FoodsCo a customer in front of me was buying an entire case of CTO Napkins and an entire case of some CTO paper product (not sure if it was bath tissue or toilet paper), along with large quantities of some other items; spent close to $300.
Kroger's private label tiers are really only two tiers as I see it:
Tier 1: Kroger
Tier 1.5: Simple Truth
The other labels like Private Selection, Check this Out (now Smartway), and then the oddball non food product lines, are there but not promoted much. Private Selection has a lot of SKUs but most of that line's sales come from a very small group of items (ice cream, deli meat, bakery items).
I know they say they run it as a three tier with Value, Banner, and Premium brand but Simple Truth and the success Simple Truth has, really changes the dynamic of their program. Simple Truth exceeds all expectations (sales, quality, customer loyalty, customer engagement); that brand has been a complete home run for Kroger. Customers who may not have bought Kroger brand, have been willing to buy Simple Truth. Further some customers who bought Kroger brand before "trade up" to Simple Truth (when it was difficult to get those same customers to "trade up" to Private Selection).
I look at the success of Simple Truth vs. that of Private Selection. I think PS has a number of problems. First, some items in the line, just aren't very good despite high cost. Second, the ingredient list on the labels is... often longer than a premium item should be. ST label has pretty easy ingredient lists and product quality is very reliable. ST pricing is also very reasonable; often 10%-20% higher than the normal Kroger item at most (vs. PS which was often twice as expensive as the normal Kroger item).