Store Brands

DEC 2015

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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1 0 Store Brands / December 2015 / www.storebrands.info Topco also offers its members access to proprietary brands they cannot get from any other cooperative, and provides a "unique set" of value-added services, including quality assurance, marketing and creative design, states Linda Severin, the company's vice president, marketing. But it's Topco's strong dedication to continuing innovation and excellence on the proprietary brand side that spurred Store Brands' decision to name the company our first-ever Retail Cooperative of the Year. True teamwork Topco manages 103 member brands (48,700+ SKUs) for its members. Topco collaborates with each participating member in the procurement and packaging of the products sold under its members' brands. Additionally, Topco offers members access to its 24 proprietary brands (14,300 SKUs). Own-brand products span across five categories: grocery, frozen, dairy/bakery, health and beauty care, and general merchandise. And they go across three tiers — value, national brand equivalent and premium — as well as niche brands. With so many choices, members could get overwhelmed, but Christine Heffernan, senior director, center store, says Topco's marketing team works directly with members to help them build customer loyalty through preferred brands. Topco's brand-building process begins by identifying its members' prime prospects and understanding their unmet needs. Topco's marketing team also speaks to members' shoppers and then suggests a range of new products, creating a rollout plan in partnership with its members. Its

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