BJ's Pushes Private Labels

BJ’s Wholesale Club made a strong marketing push for its two major private labels after expanding their assortment.The new SKUs span various Wellsley Farms food and beverage items as well as Berkley Jensen household products and patio furniture.In stores, ceiling banners depict both brands' logos while inviting shoppers to “compare then save” with private-label products. Additionally, various demonstrations and sampling events showcased the brands in February.Digital support that same month included a series of emails that pitted Wellsley Farms and Berkley Jensen SKUs directly against their national-brand equivalents, using the same “compare then save” message or "compare our quality" phrase to plug the average cost savings for private-label choices. The emails also offered coupons for the SKUs.In March, Berkley Jensen also appeared front-and-center in emails promoting lawn and patio products for spring.On social media, BJ's staged a supporting #OnlyYourWalletCanTell sweepstakes (see update below) from Feb. 6-27. Since then, multiple Facebook, Twitter and Instagram updates have spotlighted new product rollouts such as Wellsley Farms cereal and seltzer water, as well as existing private-label products; some updates have used seasonal messages or marked the designation of holidays such as “National Pet Day.”Seeded blog posts plugging the two brands lent additional support.According to BJ’s, 90% of its members purchase its private-label products. The retailer first expanded the assortment by 10% in 2016, after consolidating nine of its private labels under the Wellsley Farms and Berkley Jensen brands in 2015.

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