Archive for 7-Eleven
Social Media and Private Brands on the Run
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Social Media, Mommy Bloggers and Private Brand have been the buzz phrases of the last year so it is no surprise that retailers and Private Brands have increasingly tested the social media waters. This has taken many forms ranging from Walmarts 11 moms to Facebook pages. So when Beth Feldman of Role Mommy hit the road to promote the new book See Mom Run it is no surprise that there was a Private Brand tie in. According to her website Daymon Worldwide arranged Private Brand food sponsors for the book tour. The following is a excerpt from the Role Mommy website
While racing across the country promoting See Mom Run, I have been very lucky that I have not been hungry along my road trip. You see, when I’m hungry, I get angry and that doesn’t bode well for a reading with people who want me to make them laugh. So when the folks at Daymon Worldwide offered to provide food sponsors for several legs of the See Mom Run tour, I wholeheartedly said yes and was thrilled to know that when I would arrive at each event, delicious snacks would be awaiting us!
Our first stop in Larchmont featured shrimp platters and crudite provided by Costco and oodles of treats compliments of 7 Eleven. And let me tell you, these days, there are more than just Big Gulps at your local 7 Eleven!. The snacks we savored during our event at Groove included chocolate covered espresso beans (yummy), gummy bears (my daughter loved that one), chocolate covered pretzels (my personal fave), tons of nuts and lots of other snacks that we were able to transport with us on our road trips to Philadelphia and Ridgewood, New Jersey.
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Convenience Store/Petroleum magazine recently hosted its CSP’s 2009 Consumer Insights Forum in Phoenix. The conference featured a series of presentations including one from Al Meyers, senior vice president of business development for Retail Forward, Columbus, Ohio. Addressing the group of about 75 retailers and suppliers, he said that consumers post-recession will still be making “mindful” choices, opting to remain frugal in ways they find meaningful.
In his concluding statements, Meyers focused on the boom of private brands, which mega-retailers, such as Bentonville, Ark.-based Wal-Mart, and c-store giant 7-Eleven, Dallas, have embraced. He said companies are wisely choosing not to focus on private “label,” which had the stigma of being a second-rate product, but private “brand.” He said companies are investing in store brands, improving taste profiles and giving personality to their brand identities.
“It’s not just a label slapped onto a product with cheap ingredients,” Meyers said. “It’s a brand.”
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Seven & I Holdings Co began selling on Wednesday two Private Brand wines from California. A Chardonnay and Cabernet Sauvignon will be sold at the more than 15,000 stores worldwide, including 12,300 Seven-Eleven Japan convenience stores and close to 2,000 7-Eleven stores in the US.
The Wine Group will produce the wines exclusively for Seven & I. Experienced, award-winning wine-makers John Willumson and Jim McDonald were called upon to create the new wines.
The new Private Brand wine will be called ‘‘Yosemite Road’’. This is the first of some 10 Private Brand products, which Seven & I plans to introduce by the end of 2010 as part of its global merchandizing strategy.
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According to an article published yesterday in Convenience Store Decisions Dallas based convenience store retailer held its first-ever Private-Label Summit in Dallas on Oct. 28-29 with the Joe Pinto the President and CEO of 7-Eleven opening the summit. This is a perfect example of how retailers can and should commit to their Private Brands. Top down commitment to Private Brand initiatives is key to the success of Private Brands. Private Brands must become a strategic pillar of the retailer’s business strategy in order to receive the attention and funding necessary to create long-term growth and shareholder equity.
The two-day event provided the company’s private-label suppliers the opportunity to meet with its category managers and product directors and attend a formal Private-Label forum.
The purpose of the collaborative program was to educate 7-Eleven supply partners about the company’s business strategy and private-label growth plans.
Sixty people representing 35 suppliers attended the conference, including the first 7-Eleven private-label supplier of food for the company Barrel of Fun, which provides bagged chips for 7-Eleven stores’ 7-Select brand.
“We had 100% participation from every supplier we invited,” said Tom Gerrity, 7-Eleven senior product director recently promoted to oversee the company’s Private-Label program. 7-Eleven President and CEO Joe DePinto kicked off the meeting to demonstrate the company’s commitment to growing its private-label and proprietary brands.
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7-Eleven, the Dallas based convenience store is featuring it’s iconic Private Brand frozen drink Slurpee in a new promotion this month. The promotion includes a virtual “Battle of the Bands,” a $10,000 grand prize, new guitar-shaped Slurpee and Big Gulp cups, guitar themed straws and stickers. The tie-ins continue with the featured flavor of the month the Battle Berry Slurpee.
According to an article in Brandweek: “This is the first time Slurpee has sponsored a grassroots music competition with music-lovers from around the country picking the winners,” said Jay Wilkins, 7-Eleven brand manager for proprietary cold beverages, in a statement. “That, along with the cool guitar cups and affordable Slurpee concert series bring the music, and of course Slurpee and Big Gulp drinks, to the people.” Read the entire Brandweek article.
This promotion and the Slurpee website are an exciting next step for Private Brand marketing, engaging consumers and treating Slurpee as a national brand. The website has multiple layers of interaction for the “Slurpee Nation” including: photo and video submissions, a rewards program, a link to the Facebook fan page and Slurpeetainment. The video submissions include odes to Slurpee from all parts of the US with this humorous submission from New York musician Freddy Wexler and his band the Dials. It is great to see customers engage with the brand.
Private Brand Gets More Convenient.
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This week Brandweek published a Private Brand story that included convenience store operators – 7-Eleven & Valero. They referenced much of the research that has been published in the last few month. Including the NPD Group report “Private Label Perceptions, Usage Patterns and Intentions” and the report from GfK Custom Research North America for the Private Label Manufacturers Association.
Private Label Programs Take Off
Recent research on a number of fronts all point in one direction: difficult economic times have bolstered the rollout and expansion of many retailers’ private label lines — including c-store operators.
According to The NPD Group’s “Private Label Perceptions, Usage Patterns and Intentions,” 24 percent of all food and beverages served in American homes last year were store brands, up from 18 percent in 1999. Today, 97 percent of all households consume private label foods on a regular basis.
“There is no question that private label foods have become an integral part of American life,” said Harry Balzer, chief industry analyst at NPD and author of “Eating Patterns in America.” He added: “Furthermore, we do not hide private label foods as an ingredient or as an additive to another dish. Today over half of all store brand food eatings are the end dish.”
Price and value are the chief reasons consumers purchase private label or store brands, according to an NPD survey of grocery shoppers. Most respondents, however, also feel the quality of store brands is often equal to, or in some cases better than, name brands. Users of private label foods and beverages span all income levels and demographic profiles, according to the report.
Read more of Private Label Programs Take Off
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Posted by: | CommentsIn an article published this past week in the Convenience Store & Petroleum Daily News, Steve Holtz & Samantha Oller Interview 7-Eleven CEO Joe DePinto and discuss plans for 7-Select. Interestingly, 7-Eleven acknowledges learning from other channels and specifically looking at Target & Safeway.
7-Eleven’s Summer Toolkit
7-Select snack, candy line takes wing as consumers clamor for value alternatives
Working under the oft-stated notion that the summer selling season is when convenience stores in the Chicago area make most of their money, 7-Eleven executives underscored the importance of private-label products, fresh foodservice and other strategic tools during this week’s 7-Eleven Franchise Owners Association of Chicagoland Trade Show.
“People have less money…so we have to work harder,” said CEO Joe DePinto, who pointed out that the sale of budget beer, budget cigarettes and private-label products are all up in 7-Eleven stores. “It’s very difficult for our smaller competitors to do private label. There’s a lot of equity in the 7-Eleven brand.”
Since officially launching the 7-Select proprietary brand in November with 32 snack, food and beverage items, the product line has seen remarkable growth. “You guys have done a tremendous job with 7-Select,” DePinto told the group of more than 200 franchisees. “In the one month since you took on 7-Select chips, they are now five of our top six ship SKUs in the store.”
The fact that 7-Select was able to muscle out strong national and regional brands is perhaps the best evidence so far that the retailer—already synonymous with its Slurpee and Big Gulp brands—has many more opportunities to mine in private label. And the current economy has provided the window.
As of December 2008, there were 85 SKUs in the 7-Select line, accounting on average for $30 in sales per day, per store. Come this December, there will be 250 SKUs in the line, with executives estimating average sales of nearly $100 per day.
“Everyone hears a lot of need for value for consumers, and private label as an industry gets constant media attention, being a growing segment not only in convenience but across all retail channels,” Tom Gerrity, senior director of process foods, told CSP Daily News in a separate interview. In developing 7-Select—which also includes paper goods, batteries and packaged beverages— 7-Eleven examined private-label lines not only at other c-stores but also at leading retailers in the supermarket and discount channels, such as Safeway and Target, to examine what they’re doing right with product selection and packaging.
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7-Eleven has become an integral part of our pop culture whether it is a Big Gulp or a Simpsons themed store they have captured the zeitgeist of the American public. This continues to be true as the plunge even further into Private Brand. Private Brand is shaping up to be the bright spot of the retail portfolio and as such 7-Eleven is launching a promotion featuring its Private Brand 7-Select chips this promotion will be the lead in to the significant expansion of the 7-Select brand in 2009.
7-Eleven customers will be able to purchase a proprietary Oscar Meyer hot dog and private label Big Gulp beverage, along with a package of 7-Select potato chips, for $2.99. The promotion will last through the summer, when 7-Eleven will introduce more than 100 new and redesigned private label products under the 7-Select banner.
The 7-Select brand includes beverages, snack foods, paper goods, personal care products, and items in many other categories. In November 2008, 7-Eleven introduced 26 new 7-Select snack products and rebranded its Private Brand bottled water under the 7-Select brand earlier this month.
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