Brand Loyalty or Not?

7 Secrets To Store Brands...

By Laura Heller, Forbes.com

10 Secrets About Store Brands

Store brands—those generic labels we often equate with bargain quality—are among the fastest growing and most popular items for sale today. They provide more choices, help us save money and have come a long way from the bottom-shelf, hokey-labeled products from decades past. But not all store brands are created equal. You may be surprised to learn that an in-house brand isn’t always what it seems.
A typical generic product (also called “private label”) yields a higher profit for the store, even when it sells for a lot less than the similar national brand. That’s because there are no marketing or advertising costs involved and why companies invest a good amount of money in creating private labels. Name-brand consumers pay for those Superbowl ads in the form of higher per item prices.


“Private label provides value and it’s higher margin,” says Natalie Berg, Global Research Director at Planet Retail, a retail intelligence agency in London. “In a down economy, it really ticks two boxes—boosts the bottom line and drives loyalty.”
It’s a common misconception that private label products are just the better known brand with a different coat of paint. Not true. There are dozens of small companies dedicated solely to developing store brands and they work directly with the retailer to develop the item, label and price points. Even when an item is made by a large well-known brand, it’s not exactly the same. If a big brand like Heinz or Hunts decided to sell private label, it will make soup or pasta sauce, not ketchup. Companies want to expand their business, not destroy the existing one.
Perhaps most surprising is the number of house brands in the market that we don’t even know are private label. Take White Cloud, for example. Once a widely available national brand of toilet paper, White Cloud is now sold exclusively at Walmart stores. Rock & Republic, a premium denim line available at luxury retailers like Neiman Marcus, will soon be a store brand (as of Spring 2012, it will be sold exclusively at Kohl’s).
The bottom line is that store brands will save you money. A recent study from the Private Label Manufacturers Association found that consumers save an average of 33 percent on the total grocery bill by buying store brands. While most of us don’t exclusively buy private label products, increasing the number of store brands in our shopping basket will have a noticeable impact at the cash register.

Not Just A Cheap Alternative

Store brands are not only the value option, they can be premium and specialty items. Private label organic options and ethnic foods are among the fastest growing product categories, representing value and high quality while offering something unique to the store.

Designer Private Labels

Those "exclusive partnerships" between a famous designer and retail chain are actually new store brands. Simply Vera by Vera Wang at Kohl's and Michael Graves kitchen accessories at Target are manufactured for, and sold exclusively at those stores.

Rising Above

Sometimes store brands transcend their limited availability and become national brands. Martha Stewart once had products only available at Kmart, but today sells a variety of lines at multiple retail outlets including her own web site. Sears Craftsman tools, Die Hard batteries and Kenmore appliances are store brands with arguably more cache and shopper loyalty than the store that started them. Store brands from Safeway like O Organics and the Eating Right labels are sold at other supermarkets, mostly in markets where Safeway doesn’t have stores.

Inspiring Loyalty

Many shoppers express devotion to store brands above all others. Costco, Trader Joe's and Aldi, carry a higher proportion of store brands than other chains. And this is exactly why shoppers keep coming back.

Store Brand Camouflage

Using fancy packaging and strategic titling, retailers sometimes make it difficult to spot the store brand. Look at the label to see who the item is distributed by or for. Often the item will have the store's name or headquarters location--like Target's in Minneapolis.

Size Doesn't Matter

It's not just the big retail chains that carry store brands. All retailers have access to private label options and make sure to stock items in popular categories to remain competitive. Even online retailers are getting into the act. Amazon has the AmazonBasics line of consumer electronics, Denali tools and Pike Street bath and home products.

Inferiority Complex

Store brands aren't always just junk imported from China. Experts note that most food products are likely sourced domestically while all non-food items come from the same places, regardless of brand. All are subject to federal guidelines and safety standards.


In Pictures: 10 Secrets About Store Brands

To Dumpster Dive or Not? That Is The Question....

Is Dumpster Diving for coupons a good idea? Legal? Smart?

*** This is a repost from a blogger I respect and I am glad she has asked this question too!

I’m hearing more couponers and bloggers suggest dumpster diving as a smart way to get coupons for free. What disturbs me is how casual this suggestion is starting to come off – or how shows like Extreme Couponing have even tried to make this practice normalized, or even savvy.

Yes, I’ll admit it. I approached this post with my own hangups about the idea of rifling through – essentially garbage – to find coupons. But for the sake of objectivity, I asked my pal Sarah to help me do some digging on this topic (all puns intended) to arm you with some helpful information, and not just a rant-y post. My goal today is to take a complicated topic in couponing and approach it from a number of angles.

What I wanted to learn was: is dumpster diving OK to do? Are there any laws that prohibit it? And if there aren’t any laws, what other considerations should couponers have before they climb into a dumpster bin?

Let’s start at the beginning: legality

I should first mention that I’m in the State of Washington, so most of what I have to share today will pertain to information I was able to uncover for my state. I should also probably give you some sort of general blanket disclosure here that I am not an attorney and my degree is in English/Creative Writing (not law). So basically, don’t hold me liable.
Disclosures aside, let me share that the Supreme Court has stated that trash is public domain. What this means is that dumpster divers cannot be charged with theft.
However, here’s where things get interesting. States and cities have some say in imposing their own rules on this topic. For instance, if you live in Missouri City, MO or Layton, OH, dumpster diving is a crime. And don’t forget, that recycling materials…go in receptacles. Which are generally located on private property. Here is an interesting response found on a legal forum:

Generally speaking dumpsters are on private property and you have the same rights to protect your property interests as you would with someone trespassing/ damaging any other portion of your property. If the dumpster is on property owned by the overall store/ complex owner they have a right to protect their property.

In her research, Sarah ended up contacting the City of Tacoma’s Solid Waste Department to get what their take was on all of this. Apparently, they don’t want you doing this. At all. Not only would they consider it trespassing if you’re there after hours, it poses a liability to the City if someone winds up injured.
Bottom line, while rummaging through trash may not be illegal per se, you could be up against a property owner who wishes to enforce no trespassing. (I was able to find an instance where two Colorado dumpster divers were jailed for trespassing back in 2006.) While most would be unlikely to report, it is a risk you run when you do a belly flop into a recycling bin.

You might not be alone in that dumpster

And I’m not talking about rats, either. Did you know that identity thieves often target recycling bins to obtain personally identifying information?
If a private property owner catches you pawing around papers in their recycling bin, they may very well suppose you are up to no good. In this YouTube video, Mr. Frugal (AKA Nathan from WeUseCoupons.com) recommends diving when no one is around for this very reason. I don’t know about you, but I would prefer not to have to explain myself to an older gentleman who’s threatening to beat me up with his cane. I also would prefer to not to bump heads with criminals like identity thieves.

Additional considerations

Have you considered what the manufacturers might have to say about all this? Respected coupon guru Jill Cataldo recently shared her thoughts:

With dumpster diving being glorified on TLC’s Extreme Couponing as an acceptable method to get more coupons, look for the coupon distributors like Valassis, SmartSource, P&G and others to further clamp down on what happens to the coupon inserts from unsold newspapers. Many newspapers now have contracts in place that the extra inserts must be “destroyed,” not merely recycled.

While it can be easy to suppose no one cares about what happens to the papers after Sunday, the truth is – the manufacturers do care.
So do the newspapers.
Heather at Queen Bee Coupons wrote a most insightful post recently on the ethics involved of trying obtain free inserts – whether through your mail carrier, “connections,” or dumpster diving. Here’s what she had to say:

Maybe some of you have found a nice “connection” who is hooking you up with coupons for FREE. But it puts the paper at risk to be dropped from the coupon insert network. For example, your Cousin Vinny has a hook-up and he’s getting you 50 FREE Smart Source inserts from your local Daily News each week, you might think it’s no big deal – but if Smart Source found out they’d likely stop putting their inserts in the Daily News, because it’s a violation of their contract with the paper.

With more and more couponers trying to obtain papers by dumpster diving and other practices, we stand a fair chance of seeing limits and restrictions imposed. The more I learn about stuff like this, the more I feel it my job to share it with you. Because if there is something I can do here to make a positive difference for couponers, manufacturers, and stores alike I want to do it!

My Final Thoughts

After lots of research, I’ve come to realize that dumpster diving is a very complex issue. And, quite frankly, it’s one that not all coupon bloggers will see eye to eye on (do a quick search on “how to dumpster dive” and you’ll find no shortage of posts).
Whether or not your state/city/local recycling center/fill in the blank here would permit it, I feel there is case to argue this is not what the manufacturers or newspapers want us to be doing. Given there is a chance it could hurt couponing for everyone, I am not in favor of dumpster diving.

My thoughts....

As I run a coupon exchange across the country that benefits military families, I have found that I speak to my post office (we get our coupons mailed once a week where I live) to see if it is okay to pick them out of the cans at the office and talk to my postman on what is the rules for disposal. They have been very supportive and usually always have their own coupon for me to contribute to the group. I think that it is important that you speak to your city officials and don't just do it so that you are benefitted. Because if the city doesn't want it happening, they will crack down on all couponers. I try to teach coupon ethics in my classes and this is a subject that brings many different responses. But I believe it is always best to check first rather than run the risk of causing problems for everyone. I'd be happy to hear your responses!
Happy Savings!

Julie Ann

 

Major grocer getting rid of self-checkout lanes

Albertsons will replace computers, wants more human contact.     

One of the nation's major grocery store chains is eliminating self-checkout lanes in an effort to encourage more human contact with its customers.

Albertsons LLC, which operates 217 stores in seven Western and Southern states, will eliminate all self-checkout lanes in the 100 stores that have them and will replace them with standard or express lanes, a spokeswoman said.
"We just want the opportunity to talk to customers more," Albertsons spokeswoman Christine Wilcox said. "That's the driving motivation."
Wilcox said the replacement of automated checkout lanes with human-operated lanes likely would mean more hours available for employees to work.
The move marks a surprising step back from a trend that began about a decade ago, when supermarkets began installing self-checkout lanes, touting them as a solution to long lines. Now some grocery chains are questioning whether they are really good for business.
Kroger, the largest grocery chain in the U.S. (with some 2,500 outlets), is experimenting with removing all self-checkouts in at least one Texas store, reports StorefrontBacktalk, an industry publication. Publix, another major chain, is "on the fence" about self-checkout, according to a report quoted in the story.
Self-checkout industry leader NCR Corp., which counts Albertsons among its clients, does not see the grocery chain's move as a threat to its business, said company spokesman Cameron Smith.
He said more than 150 retailers in 22 countries use the company's self-checkout lanes, and not just for groceries. The market is projected to grow by about 15 percent annually, he said.
"Ultimately, customers appreciate the choice of self-checkout," he said.

Extreme Couponing Has Taken Off and Retail Chains Are Aware...

Stores Revising Policies To Close Loop Holes On Extreme Couponers

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Several stores and manufacturers are tightening the loopholes that allowed customers to empty store shelves for extremely low prices.
The cable network TLC exposed some of the best ways to go about using coupons in their show called "Extreme Couponing." Since the series began, retailers have been hit hard by people using coupons to get the best deals.
Rite Aid and Target have recently revised their coupon policies and some stores are changing their bar code systems to prevent shoppers from using coupons meant for other items.
Manufacturers are also cracking down. Proctor & Gamble now limits consumers to four of the same coupon per shopping trip.

 

Please make sure you check with your stores for their coupon policies as anyone can copy and paste a store logo onto a document and put it out on the web.

 

Happy Savings!

Changes in Coupon Buying Policies

I reposted this for my coupon exchange group!

Change coming for Coupon “buying”?

June 16, 2011 by The Bargain Sleuth
Filed under: Coupons

If you are like me and buy some of your newspaper coupon inserts from a service, there is a major development. Today two sites that I know of (and probably more) posted that they are temporarily unable to process new orders but did not go into detail. One actually sent an email to customers explaining the situation.

As many of you know I am a newspaper manager. We received emails today from our corporate office regarding coupon distribution and disposal.
Apparently Red Plum, Smart Source and P&G are filing suit against eBay for allowing the buying and selling of coupons. They are also in talks regarding the same with TLC. According to them it`s all considered coupon fraud.
Before, we were allowed to give away the leftover q`s and those returned from papers that did not sell. We must now destroy all leftover inserts immediately. Newspaper employees are allowed to take home ONE insert per family member , per household.
They are going to do everything possible to make it almost impossible to get coupons without buying the actual newspapers. They are also going to shut down all online sites that sell whole coupon inserts.
So, it appears MAJOR change is coming.

Of course, I’ve had lots of crazy theories over the years: that the insert services had someone who worked at the printer and ran extra copies, someone worked for the newspaper and the bosses let them have all the extra inserts, someone worked for the newspapers and did unauthorized collection of inserts, that they worked at gas stations or places that sold a lot of newspapers, were newspaper delivery people, etc. Or that they simple buy a huge subscription amount that gives them a discount which then allows them to get many copies of inserts. But again, these are all just my theories, not facts.
I do know for a fact that the Green Bay Press-Gazette does not give away extra inserts because Circulation Manager Dave Sielski told me when I interviewed him a few weeks ago. He said they have strict agreements with the advertisers to destroy extra inserts.
Now, don’t panic. My favorite go-to site for whole inserts is appropriately called Whole Coupon Inserts. They posted the following statement on their Facebook page:

I was contacted by, a representative from, SVP News America Marketing, GM Smart Source iGroup. After looking into sources of our supply, I received an email back stating that “As long as you are buying the newspapers at retail rates or subscriber rates, I don’t believe there is an issue”.

So for those who get their inserts through legitimate sources don’t have anything to worry about. For those that buy them off eBay or some sites where their acquisition of inserts is unknown, the future is questionable.
And you can be sure that this is further backlash from the TV show Extreme Couponing.
But don’t get me started on that one…

Is It A Good Online Coupon Or A Fraud?

There are a lot of online coupons out there. (Called Bricks) You may come across offers that appear to be legitimate coupons, but you aren't sure. Here are some simple guidelines on how to verify and get the most from online coupons.

• You should never see the actual coupon on your screen, only an offer to print it. Real coupons require special software to print proper barcodes and limit the number of prints of each coupon.
• Print coupons only from the brand website for the products you are interested in, or well-known savings sites like Coupons.com or major websites that you trust.
• Avoid coupon-swapping sites and websites that post images of coupons.
• Never pay for a online coupon.
• Don't buy coupons on auction sites.
• Don't make or use copies of coupons or printouts of scanned images of coupons.
• Be suspicious of printable coupons for a free product or one that seems too good to be true. It probably is!

Facts on Printable Coupons

Printable coupons are a revolutionary way of saving money. You can now easily locate coupons online for specific products or services. Printable coupons can help you meet your needs in today's busy world, save you money, and help you learn about and try new products and brands.
Printable coupons have been available on the Internet for about ten years now, and are gaining in popularity. You'll find them offered on thousands of websites, from dedicated coupon sites like Coupons.com to media sites to portals to your favorite retailer stores.

Coupons available by category
Every day, choose from thousands of coupons for all types of products to print and use in your favorite stores

NEW MILITARY FAMILIES TO ADD TO COUPON EXCHANGE

New military families to add!

Annette Shorman
PSC 813 Box 181
FPO, AE 09620 (Naples, Italy)

Elizabeth Barnett
PSC 3 Box 2248
APO, AE 09021 (Germany)
Please welcome them and send lots of good coupons their way! Thanks!

Coupon Lingo, Terminology, & Sources of Coupons

Coupon Lingo/Terms

v Bricks: An internet printable coupon distributed for manufacturers by Coupons.com. Bricks coupons can generally be printed 2x from each pc.

v Catalina: (Cat) A coupon printed at the register on a special printer from Catalina Marketing. Cats, which may be store coupons or manufacturer coupons, are triggered by the buyer’s current purchase or history of past purchases.

v CRT: Cash register tape (receipt). In some stores, like CVS and Rite Aid, coupons are printed on the bottom of the receipts.

v DND5: A coupon that is marked “Do Not Double” but that has a bar code beginning with 5. Unless the cashier overrides it, the coupon will double in value according to the store’s policies. Bar Codes beginning with 9 do not double automatically.

v Dollar Doubler: A store coupon that, when used in conjunction with a manufacturer’s coupon with a face value of $1, causes the $1 coupon to double in value.

v Dollar Tripler: A store coupon that, when used in conjunction with a manufacturer’s coupon with a face value of $1, causes the $1 coupon to triple in value.

v E-coupon: An electronic coupon available online that can be downloaded onto a shopper’s store loyalty card or cell phone.

v Extra Care Bucks: (ECBs) A coupon that prints at the bottom of a CVS receipt when the buyer makes a qualifying purchase. ECBs are considered to be “earned” and can be used on a future purchase (with some exclusions). CVS now refers to these rewards as Extra Bucks, but many couponers continue to use the old name.

v Hang tag: (HT) A coupon designed to hang around the neck of a bottle, such as a bottle of wine. The coupon many be used to purchase that item or, sometimes other items.

v Internet Printable: (IP) A coupon that consumers can print at home. IPs are available on manufacturers’ websites or Facebook pages and on IP websites like those run by Coupons.com and Coupon Network by Catalina. Many IPs can only be printed a limited number of times per computer, (usually 2x) but some are PDFs and are unlimited.

v Instant Value Coupon: (IVC) A Walgreens store coupon found in the store’s weekly ads and monthly coupon booklets.

v MQ: Manufacturer’s coupons.

v OYNO (sometimes ONYO): On your next order, a coupon that’s good for a specified amount off any future purchase or off the future purchase of a particular item.

v PDF: A coupon available on the internet in Portable Document Format. PDF coupons can be printed an unlimited number of times; they can also be downloaded to the user’s computer to be printed later.

v Peelie: A coupon attached to an item that is peeled off before use on that item or another specified item.

v +UP Rewards: (+Ups or Wellness Rewards) A coupon that prints at the bottom of a Rite Aid receipt when the buyer makes a qualifying purchase. +Ups are considered to be “earned” and can be used on a future purchase.

v Register Rewards: (RR) A Catalina coupon printed at Walgreens when the buyer makes a qualifying purchase. RR are considered to be “earned” and can be used on a future purchase.

v Store coupon: A coupon issued by a store rather than a manufacturer. Grocery and drug stores print coupons in their weekly circulars and make them available on their websites, through e-mail links, and in stores.

v Super Doubler: A store coupon that, when used in conjunction with a manufacturer’s coupon with a face value of more than $1. (up to a specified limit), causes the manufacturer’s coupon to double in value.

v Tear pad: (TP) A printed coupon from a pad usually found hanging from a store display or shelf.

v Video Value: (VV) A Rite Aid coupon that is “earned” by watching video ads online. VVs are a form of an internet printable.

v Wine Tag: (WT) Same definition as Hang Tag.

  

Sources of Coupons

Ø Cellfire: A website where users can select and download coupons to their store loyalty card or cell phone.

Ø GM: A coupon insert issued by General Mills and distributed with Sunday papers a few times a year.

Ø Insert: A glossy booklet that contains manufacturer’s advertisements and coupons. Inserts are distributed with Sunday papers throughout the year.

Ø P&G: Proctor and Gamble inserts distributed with Sunday papers several times a year, usually at the beginning of the month.

Ø RedPlum: (RP) A coupon insert distributed with Sunday papers several times a year except most holiday weekends, and also a website with printable coupons. RedPlum.com

Ø Reinventing Beauty: (RIB) A magazine sold at CVS that contains coupons.

Ø SmartSource: (SS) A coupon insert published by News America Marketing and is included in Sunday papers. The SS insert is published throughout the year except some holiday weekends. Also internet printables at: SmartSource.com.

Ø Tear pads: in grocery stores placed on shelves.

Ø Grocery store vendor samples. (They always have leftover coupons after their show so ask if you can come back and pick up the extras.)

Ø Coupon shop at the grocery store, they always have coupons to get the consumer to try a new product.

Ø Blinkies: the automated coupon holders hooked to shelves. They will let you take 2 coupons and then it will “wait” for a few seconds before releasing another. Common thought is take 2 and move on so that others can have a chance to get some too.

Ø Product samples always come with at least 1 coupon in the freebie. Internet blogs will advertise free samples. (Also is a good way to build up a donation box.)

Ø Facebook, like a product and usually a company will let you download a coupon they are offering.

Ø Manufacturer Websites; If you use a product and are brand loyal, then go to that particular website and ask for a coupon.

Ø Call the Manufacturer and tell them you like a product. Most all of the time they will get your info and mail you out a bunch of coupons.

Ø Internet blogs; sign up for a few in your local area and they will update you often on what coupons are available to print at that moment.

Ø Grocery store/newsletter or ads.

Ø Coupon clipping services. There are many around, you can get whole inserts or have someone clip the certain ones you want.

Ø Ebay; bid on coupons. Some have free shipping. Always bid your max when you pick one to bid on so that you don’t have to continue to watch the auction plus you can move on if you don’t win the auction.

Ø All You magazine and Fitness magazine will have manufacturer coupons available in their monthlies.

Ø Coupon Exchange/Train. See if there is one in your local area you can participate in.

 Miscellaneous Coupon Terms/Abbreviations

ü Beep: The sound the register makes to prompt a cashier to take some action, like enter a price.

ü BOGO or B1G1: Buy one, get one free. The term is used to describe both sales and coupons. There are a number of variations (B1G2…)

ü Box Tops for Education: (BTFE) A promotional program through which schools earn money for supplies and equipment.

ü Cat deal: A promotional sale in which the purchase of a specified item or items triggers a coupon, usually on OYNO, printed at the register.

ü Corp: Corporate Headquarters, usually of a grocery or drug store chain.

ü Couponing: Using coupons to save monies.

ü CS: Customer service.

ü Dead: Expired. The term is used to refer to promotions that have ended or printable coupons that are no longer available.

ü DND: Do not double, an instruction to retailers not to double the face value of the coupon. Marking coupons DND is one way manufacturers limit the redemption of particular coupons.

ü Double: To increase the face value of a coupon by twice its normal value. Some stores double coupons with a face value of less than a specified amount, usually .50 or $1.00.

ü Double Dip: To qualify for two different promotions with the same purchase.

ü EXP: Expiration Date.

ü Free after Rebate: (FAR) a mail-in or other rebate for the full purchase price of an item.

ü GC: Gift Card.

ü GDA: Good Deal Alert

ü HBA: Health and Beauty items

ü Loyalty Card: a card issued by a store that entitles the buyer to sale prices and participation in store promotions.

ü Mail-in Rebate: (MIR) A rebate that consumers submit through the postal service. MIRs generally require an official rebate form, the original register receipt, and proof of purchase; usually the bar code from the package.

ü MFR: manufacturer

ü Money Maker (MM) An item that, when purchased with a coupon or as part of a promotion, provides overage.

ü MRP: Manufacturer’s retail price.

ü Out of Pocket: (OOP) the amount of money paid for a purchase after coupons have been deducted.

ü Overage: The difference between the cost of an item and the value of a coupon, when that number is negative. For example, using a $1.00 coupon on a .75 item might result in an .25 overage. In stores that allow overage, the difference will be taken off the cost of other items in the same transaction. Few stores will return the overage to the buyer in the form of cash back.

ü POP: Proof of purchase (usually the bar code from the package).

ü PSA: Prices starting at.

ü Q: Coupon

ü RA: Rite Aid

ü Rain check: A document issued by a store when the store is out of an advertised item. A rain check enables the customer to purchase the item at the advertised price at a later date.

ü Rebate: A refund of all or part of the amount paid for an item.

ü Rock-Bottom Price: The absolute lowest price that one expects to pay for a particular item. When possible savvy shoppers wait to buy until and item is at is RBP.

ü Roll: To use rewards (ECBs, RRs, or +Ups) or Cats earned in one transaction to purchase another group of items that produce new rewards or Cats.

ü Rolling Expiration: An expiration date on an IP that’s determined by the date the coupon is printed (for example, 30 days from the print date).

ü Single Check Rebate: (SCR) Rite Aid’s rebate program, which allows customers to enter their receipts online or mail them in and receive one check for all rebates owed in a particular month.

ü SRP: Suggested retail price.

ü Stack: To use more than one coupon on a single item. Most stores allow customers to stack a store coupon and a manufacturer’s coupon. But they will not allow more than 1 manufacture’s coupon on a single item.

ü Stockpile: A supply of food, HBA, and household products purchased at rock bottom prices and stored until needed. Stockpiling most of the time is not the same as hoarding.

ü Try-Me-Free: (TMF) A mail-in or other rebate for the full purchase price of an item.

ü UPC: Universal Product Code, the bar code found on the product packaging that is scanned to determine the price of an item.

ü Wags: Walgreens

ü WM: Walmart

ü WYB: When you buy.

ü X: Expiration date.

ü YMMV: You mileage may vary; in other words, your results may differ.

Now that you are up to speed o the language of couponing; grab your MQs and IPs and head to RA or WAGS to snag some RR. Don't forget to check out the HTs while you're there. I founda TMF that turned into a big MM for me. But as always, YMMV! ;)