What Do Publix & Dollar General Have In Common?

Dollar Generals Clover Valley Brand In Store Signage
Dollar General's Clover Valley Brand In Store Signage

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.

Publix Private Brand In Store Signage
Publix Private Brand In Store Signage

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



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.