Over the weekend I ventured down to Greenville, South Carolina, wife and kids in tow to visit the in-laws and attend the birthday party of the two-year-old son of a family friend. It was held in one the bounce house chains that have become ubiquitous in suburbia. While the kids were bouncing I stepped out for a few minutes to check out the local Publix. I grew up just down the street in Mauldin, South Carolina, so I am familiar with the area. Mauldin is the home of Bi-lo the one time Ahold owned grocer as well the CF Sauer plant the manufacturer of the iconic Duke’s Mayonnaise. On my way to Publix I noticed a Dollar General as well so I stopped in to check it out as well.
It’s jarring to walk from a Publix to a Dollar General, but a fascinating study in two retail brands that are very self-aware and do a great job of delivering their brand promises to consumers. So over the next few posts I will take a look at both stores and the Private Brands they sell.
Interestingly enough when I walked into both stores I was immediately struck by signage, and Private Brand signage to boot. In the center of each aisle in Publix hangs a large ceiling sign featuring magazine quality plated Private Brand food with the package tastefully located in the bottom left corner. Nice signage with four different images rotating through the aisles.
Dollar General uses similar ceiling hung signage, which calls out their Clover Valley food brand and mimics their package design. It seems to validate the brand declaring “New & Improved”, with shots of the packages to reaffirm your decision. Overall a effective use of signage in a small format pretty tight store.
Two distinctly different stores, both using in store signage to promote Private Brand, the commitment is impressive.
Stay tuned over the next couple of days for continuing posts on Dollar General and Publix, and let me know your thoughts