According to an article published by the Instore Marketing Institute on their website this past month Costco featured their Private Brand Kirkland Signature as part of a strong value message throughout the store.
Costco Flaunts Kirkland’s Value
Costco last month delivered a strong value message to promote its Kirkland Signature private-label brand throughout the store.
The warehouse club chain positioned shopping carts filled with products at store entrances to greet members with a side-by-side comparison of the price difference between national brands and Kirkland Signature equivalents. (The merchandising tactic has long been used by supermarkets, usually to compare themselves with rival chains.) An accompanying sign designed as a giant checkout receipt listed the prices of all the items (including eight Procter & Gamble brands), which totaled $524.90 for the national brands and presented savings of $193.78 for the Kirkland alternatives.
