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Retail / In the News

Why the Weekly Circular Refuses to Die

Daisy Intelligence avatar Daisy Intelligence
Jan 11, 2018 1:54:11 PM

Harps Food, a Springdale, Ark.-based chain of 87 stores, last year started using Canadian data-analytics firm Daisy Intelligence about a year ago to review which products should be featured in its frequent circulars, said David Ganoung, vice president of marketing at Harps. “Our print circular is our largest advertising expense and you want to be as efficient as you can.” Harps has used the data from Daisy to expand the range of advertised products, often adding more produce, Mr. Ganoung said. The grocer also can measure how a circular deal influences what else a shopper might buy, he said. “So I put a hot price on Yoplait. Did I cannibalize from a regularly priced Chobani product that the shopper was already going to buy?”

Read the full article from The Wall Street Journal here.
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