Kirkland’s Takes Center Stage At Costco.


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_registerCostco 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.

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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.