Store Brands

APR 2016

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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Page 50 of 83 / April 2016 / Store Brands 5 1 finishes also are in vogue when a more subtle, rustic or aged effect is desired. And laminates, foils and coatings are increasingly making their way into the consumer packaged goods space. They not only add texture and interest to packages, but also meet the trend toward "more sophisticated 'haptic' packaging." On the packaging materials side, Pfeifer notes that in the United States, an increasing number of center- store categories are moving away from rigid packaging. "Using more film and flexible packaging is not only good for many aspects of the supply chain and merchandising … but also provides the ability for enhanced printing and design techniques," he says. "When it makes sense in the category, using techniques like metallic inks, high-color and various gloss and matte varnishes can all help in the 'pop' factor." Codner adds that it is important for retailers to keep up with the "latest and greatest" substrates, printing techniques and sustainability-minded materials. "As an example, 51 percent of millennials will seek out and pay extra for sustainable products," she says. Don't design in a vacuum Perhaps the most important consideration is not a trend at all; it's the consumer. "With any brand, it's absolutely critical that you know your consumer," Duffy stresses. Codner seconds that sentiment. "They must appeal emotionally and rationally and find that one insight that compels their consumers to buy," she says. To gain that understanding, retailers must do their homework, Pfeifer emphasizes. "Talk to your consumers and analyze your data to understand their buying and consumption habits, as well as what they consider premium and why they would consider purchasing premium products," he advises. "From there, follow your strategic brand principles — make sure your private brand portfolio is clear and your brand promises your various brands carry are consistent and credible." Retailers then should work closely with their agency or design firm "to craft and gain consensus on a strong creative brief" and then trust that firm to do its job, he adds, even if a new concept makes them a bit uncomfortable. "Take some chances and use your premium- tier brands to break new ground and disrupt your consumers' experience!" SB

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